Key Takeaways
- Maybelline New York is the first beauty brand to bring real-time makeup virtual try-on into ChatGPT, using L’Oréal’s ModiFace technology to combine beauty advice, product recommendations, live try-on and retailer discovery in one conversation.
- The launch takes the experience from a VivaTech 2026 pilot to consumer availability and marks a first step in L’Oréal’s broader plan to bring its beauty expertise into conversational AI environments.
Maybelline New York recently launched its Makeup Virtual Try-On experience in ChatGPT, becoming the first beauty brand to bring real-time, virtual try-on directly into the platform and marking a new chapter in AI-powered beauty discovery.
Combining Maybelline’s beauty expertise with L’Oréal’s ModiFace technology, the experience serves as an intuitive digital makeup coach, enabling consumers to move seamlessly from beauty advice and product recommendations to live virtual try-on and retailer discovery, all within a single conversation. Rather than navigating static product catalogs, users are invited to explore the beauty of infinite possibility on their own terms.
The launch builds on the vision unveiled at VivaTech 2026, where L’Oréal first showcased Maybelline’s Virtual Try-On experience in ChatGPT as a pilot.
Why Is Maybelline Bringing Virtual Try-On to ChatGPT?
Yasmin Dastmalchi, president of Maybelline New York, noted the brand has long been part of the beauty routines of millions of people around the world
“We want to continue showing up for them in ways that feel relevant to how they live today,” said Dastmalchi in a statement. “By bringing Maybelline’s makeup expertise into ChatGPT, we’re creating an intuitive, engaging experience that empowers every consumer to experiment freely and dare to be exactly who they want to be.”
How Does Maybelline’s Virtual Try-On Work Inside ChatGPT?
Moving from demonstration to consumer availability, the launch marks an important first step in L’Oréal’s broader vision to make its beauty expertise and services accessible within conversational AI environments over time. Key Capabilities of the Maybelline ChatGPT Experience:
- Easy Discovery and Conversational Coaching: Search for “Maybelline” within the ChatGPT Apps section to access the Maybelline New York Virtual Try-On experience and ask beauty questions in your own words to discover recommendations tailored to specific occasions, undertones and personal styles.
- Real-Time Virtual Try-On: Instantly preview Maybelline products and shades using your live camera or upload a photo.
- Seamless Retailer Discovery: Transition directly from virtual try-on to purchase through integrated “Where to Buy” functionality that connects consumers to local in-store and online retail options.
“We believe makeup is a powerful tool for confidence, creativity and self-expression and as consumers discover beauty in entirely new ways, we’re constantly looking for opportunities to meet them wherever they’re seeking inspiration and advice,” said Dastmalchi.
