Maybelline New York announced October 29 that its makeup virtual try-on experience in ChatGPT is moving from a pilot demonstration to consumer availability.
The brand says the experience combines conversational beauty questions, product recommendations, virtual shade previews and retailer discovery. It uses ModiFace technology from parent company L’Oréal.
According to Maybelline, users can preview products through a live camera or an uploaded photograph. A separate purchasing-discovery function connects product exploration with online and local retail options.
The company said the experience would be available beginning October 29. It had previously demonstrated the concept at VivaTech 2026, making Thursday’s announcement a consumer launch rather than the first presentation of the idea.
Maybelline describes the app as one step toward offering more of L’Oréal’s services within conversational AI environments. The release does not set a timetable for additional brand launches.
The announcement establishes Maybelline’s stated availability and features. It does not provide independent testing of shade accuracy or establish that a virtual preview will match a product’s appearance under every lighting condition.
Sources: Maybelline New York — October 29 Launch Announcement: https://www.prnewswire.com/news-releases/maybelline-new-york-becomes-the-first-beauty-brand-to-bring-real-time-makeup-virtual-try-on-to-chatgpt-302922829.html