Maybelline New York has become the first cosmetics brand to launch a real-time virtual make-up try-on experience within ChatGPT, bringing personalised product recommendations, digital shade testing and retailer discovery into one AI-powered platform.
The new experience, developed using L’Oréal’s ModiFace technology, allows consumers to explore Maybelline products, receive personalised make-up recommendations and virtually test different shades using either a live camera or an uploaded photograph.
Accessible through the Maybelline app within ChatGPT, the feature covers a range of beauty categories, including lip, eye, face and brow products. Consumers can preview how different products and shades look on their faces before making a purchase decision.
The integration also includes a ‘Where to Buy’ function, connecting users with online retailers and physical stores to make it easier to find and purchase their chosen products.
The launch builds on L’Oréal’s broader collaboration with OpenAI, reflecting the beauty group's growing investment in artificial intelligence and technology-led consumer experiences.
The development highlights the growing role of conversational AI in beauty retail, bringing product discovery, personalised recommendations and virtual testing together within a single digital experience.
For beauty brands and retailers, this creates new opportunities to engage consumers, offer more tailored shopping experiences and influence purchasing decisions through AI-powered recommendations.
By reducing the gap between discovering a product, trying it virtually and finding where to buy it, Maybelline's move could signal a new direction for digital beauty commerce, where artificial intelligence becomes an increasingly important part of the customer journey.
