Maybelline Brings Virtual Make-Up Try-On to ChatGPT
Shoppers can now preview lip, eye, face and brow products within ChatGPT using a live camera or uploaded photo.
Updated on Nov. 2, 2026 in Beauty
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Maybelline New York, owned by L'Oréal, has introduced real-time virtual make-up try-on inside ChatGPT, making it the first cosmetics brand to offer the feature there. Users can preview products and shades on a live camera or uploaded photo, using L'Oréal's ModiFace technology through the Maybelline app within ChatGPT.
Why it matters
The feature lets consumers test lip, eye, face and brow products virtually before buying, which can help people choose shades without visiting a store. It reflects a wider collaboration between L'Oréal and OpenAI, bringing beauty shopping into a conversational AI setting.
The launch is a product announcement rather than a clinical or research study, so no sample size or measured results were reported. Its details come from the company's description of how the integration works within ChatGPT.
The players
Maybelline New York
A mass-market cosmetics brand known for its make-up products across lips, eyes, face and brows.
L'Oréal
The global beauty company that owns Maybelline New York and developed the ModiFace try-on technology.
OpenAI
The developer of ChatGPT, with which L'Oréal is collaborating on this integration.
The details
Consumers open the Maybelline app inside ChatGPT and either point a live camera at their face or upload a photograph. The experience, powered by L'Oréal's ModiFace technology, then previews products across lips, eyes, face and brows and offers personalised recommendations. A 'Where to Buy' function links shoppers to online retailers and physical stores.
Timeline
Virtual try-on in ChatGPT launch was reported on 2 November 2026.
Health Landscape
Virtual try-on tools sit within the wider shift toward AI-assisted product discovery in beauty retail. This development places cosmetics shopping inside a general-purpose AI assistant rather than only on brand websites or in-store devices.
If you buy make-up for skin concerns or sensitivity, a virtual preview can help you check shades and product types before purchasing. Anyone with questions about how a cosmetic may interact with their skin is best served by discussing it with a dermatologist.
The takeaway
Virtual try-on tools can make it easier to compare shades before you buy, but they do not replace testing a product on your own skin. If you have a skin condition or sensitivity, check new cosmetics with a dermatologist first.
Further reading
For more on how brands are changing the way people shop for cosmetics, explore Beauty.
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