Maybelline Launches Virtual Try-On in ChatGPT
Maybelline New York becomes the first cosmetics brand to offer real-time make-up try-on within ChatGPT.
Updated on Nov. 2, 2026 in Beauty
Live Poll
Would you trust an AI chatbot to recommend products you buy?
Maybelline New York, owned by L'Oréal, has introduced real-time virtual make-up try-on within ChatGPT. The experience is available through the Maybelline app within ChatGPT and uses L'Oréal's ModiFace technology.
Why it matters
The integration lets consumers test lips, eyes, face and brow products through a conversational AI interface rather than in store or through a separate app. It reflects L'Oréal's wider collaboration with OpenAI to bring beauty shopping into AI platforms.
The try-on covers lips, eyes, face and brows, and a 'Where to Buy' function links users to online retailers and physical stores. Availability metrics and user adoption figures were not disclosed in the source material.
The players
Maybelline New York
Maybelline New York is a mass-market cosmetics brand known for its drugstore make-up lines and is owned by L'Oréal.
L'Oréal
L'Oréal is a French multinational cosmetics group that owns Maybelline New York and developed the ModiFace technology used in the integration.
The details
Consumers can receive personalised make-up recommendations using a live camera or an uploaded photograph to preview products and shades. A 'Where to Buy' function directs users to online and physical retail options after the try-on.
Timeline
November 2, 2026: Maybelline's virtual try-on within ChatGPT launch is reported.
Culture Shift
The integration extends L'Oréal's ModiFace virtual try-on technology, which has been used in brand apps and retailer sites, into conversational AI platforms where consumers already seek product advice. It signals beauty brands moving discovery and purchase decisions into AI assistants.
Shoppers can preview lip, eye, face and brow products using a camera or uploaded photo without visiting a store. The 'Where to Buy' function then routes them to online or in-store purchase options.
The takeaway
Trying make-up virtually before buying can help narrow shade choices, though results depend on lighting and photo quality. Shoppers may compare the shade previews against in-store swatches before purchasing.
Further reading
Explore more Beauty coverage on how brands are reshaping product discovery.
Source note: This article includes information reported by Global Cosmetics News.
Live Poll
Would you trust an AI chatbot to recommend products you buy?
