Powered by L'Oréal's ModiFace technology, the experience combines personalised makeup recommendations, virtual product trials and shopping guidance within ChatGPT.
Maybelline New York has introduced a virtual makeup try-on experience within ChatGPT, allowing consumers to explore beauty products, receive personalised recommendations and preview makeup shades through an AI-powered conversational interface.
The experience uses ModiFace technology developed by parent company L'Oréal to simulate how different makeup products may appear on users. It combines virtual try-on capabilities with conversational AI, enabling consumers to discover products and receive beauty advice without navigating multiple websites or applications.
Through the integration, users can describe their makeup preferences, explore recommended products and virtually test shades before making purchasing decisions. The service is designed to bring product discovery and evaluation into a single interaction.
The offering also includes a "Where to Buy" feature that directs users towards retail purchasing options. Transactions are not completed within ChatGPT, with consumers instead moving to external shopping channels.
The development comes as beauty brands increasingly experiment with artificial intelligence to personalise shopping experiences and support product discovery.
According to research by Tinuiti in 2025, 34% of surveyed beauty shoppers had used AI technology to preview how products might look before purchasing. The figure increased to 55% among Gen Z respondents.
The growing use of AI assistants for product recommendations is also changing how brands approach digital visibility.
Research by Euromonitor International, which examined 1,000 scalp-care shopping prompts across ChatGPT and Gemini, found differences in brand recommendations between platforms. Nizoral appeared in 58% of Gemini responses, compared with 24% on ChatGPT.
However, AI-assisted discovery does not necessarily translate into purchases within chatbot platforms.
Attentive's 2026 State of AI in Retail report found that only 10% of surveyed purchasers completed transactions inside an AI chatbot, while 60% of AI-assisted shoppers preferred purchasing through a retailer's website or application.
The findings indicate that AI platforms are increasingly involved in product research, although traditional e-commerce channels continue to play a role in completing transactions.
Maybelline's integration also raises considerations around the accuracy of virtual product previews.
The company acknowledges that digitally simulated makeup shades and finishes may differ from actual results because of factors including lighting conditions and skin texture.
The use of photographs and camera-based information in virtual try-on services also places attention on how consumer data is processed and managed.
While the integration introduces another channel for personalised beauty shopping, Maybelline has not disclosed adoption figures, conversion rates or sales performance associated with the ChatGPT experience.
The launch expands the use of conversational AI in beauty retail, bringing product recommendations and virtual testing into an AI assistant as brands explore additional digital customer engagement channels.
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