Try Maybelline makeup on your own face in ChatGPT

What's new

Maybelline New York has launched a real-time virtual makeup try-on directly in ChatGPT. According to the launch announcement, the experience became available on October 29, 2026, and Maybelline is described as one of the first beauty brands, or the first, with such a feature.

You can find it by searching for "Maybelline" under Apps in ChatGPT, or by typing @Maybelline followed by a question. L'Oréal, which owns Maybelline, first showed the experience as a pilot at VivaTech 2026, as part of a collaboration with OpenAI, the company behind ChatGPT.

What's smart about it

You can ask beauty questions in your own words and get product suggestions that fit the occasion, undertone (the base color of the skin) and personal style. The suggestions are drawn from Maybelline's range.

You can then try products and shades virtually, either with a live camera or with an uploaded photo. The try-on uses L'Oréal's ModiFace technology, which simulates makeup shades and finishes on different skin tones. Maybelline says the result may vary slightly with lighting and skin texture.

Finally, the "Where to Buy" feature points users to local stores and online retailers, so you can go from trying to buying without switching between many sites.

Yasmin Dastmalchi, president of Maybelline New York, says that by bringing Maybelline's makeup expertise into ChatGPT, the company is creating an intuitive and engaging experience that lets all consumers experiment freely.

Cheaper or better?

Maybelline says the experience is free to explore. It requires no special subscription and no app download. That means you don't have to pay extra to use it beyond what you already have in ChatGPT.

Comparisons with competing beauty brands or other try-on tools are not included in the sources, so it is unclear how it stacks up against them. According to eWeek, ChatGPT has more than 900 million weekly users, which gives the feature a very large potential audience.

What it's good for

The feature is good for figuring out which lipstick, foundation or other makeup might suit a particular occasion before you go to the store. You can try several shades on yourself and avoid some bad purchases.

For Danish readers, however, there is a caveat: Maybelline's page states that the experience is intended for US consumers. There is nothing about a rollout in Denmark or the EU.

L'Oréal has bigger plans. According to eWeek, they include an expansion in the US for Lancôme and Kérastase, as well as advertising pilots for SkinCeuticals, CeraVe and Garnier. The OpenAI model GPT-Rosalind will be used for research into the skin microbiome for La Roche-Posay. L'Oréal sees large language models as the "front door" to beauty product discovery and wants to be the definitive source of beauty knowledge in the answer layer.