L’Oréal and OpenAI have entered a high-profile partnership, integrating OpenAI technology into all core operations from consumer experience to research and marketing. L’Oréal is turning ChatGPT into a central platform for product discovery and purchases; its subsidiary brand Maybelline New York is bringing its Makeup Virtual Try-On feature directly to ChatGPT, allowing consumers to try on makeup in real time through conversations with the chatbot. Brands including Lancôme, Kérastase, SkinCeuticals, CeraVe, and Garnier are also participating in a global pilot featuring AI-driven ads at the moment of purchase intent.