Consumers can now move from beauty advice to personalized recommendations, live virtual try-on and retailer discovery within a single AI-powered conversation

NEW YORK, Oct. 29, 2026 /PRNewswire/ — Maybelline New York, the No. 1 makeup brand in the world*, today announced the launch of 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 deep 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.

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.

“Maybelline has long been part of the beauty routines of millions of people around the world, and we want to continue showing up for them in ways that feel relevant to how they live today,” said Yasmin Dastmalchi, President of Maybelline New York. “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. 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.”

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. Now 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.

The Maybelline New York Makeup Virtual Try-On experience in ChatGPT will be available beginning October 29, 2026. For more information, visit https://www.maybelline.com/maybelline-x-chatgpt.

About Maybelline New York
Rooted in New York, Maybelline has always stood for self-expression, accessibility, and cultural relevance. From inventing modern mascara to becoming the No. 1 makeup brand in the world, we have built global authority and trust by redefining traditional beauty standards in step with consumers’ lives. Operating at the intersection of cosmopolitan culture, beauty trends, innovation, and creativity, we continue to open new possibilities by daring to invent what does not yet exist.

In 2020, Maybelline introduced Brave Together, a long-term program to support anxiety and depression worldwide. Brave Together provides critical one-on-one support, an online education hub, a variety of programming to help destigmatize the conversation around mental health. For more information visit www.maybelline.com or www.maybelline.com/bravetogether. 

*Source Euromonitor International Limited: Beauty and Personal Care 2026ed, retail value, RSP, all retail channels, 2011-2025 data.

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SOURCE Maybelline New York