Global beauty leader L’Oréal has made history as the first international beauty group to participate in the World Artificial Intelligence Conference (WAIC) 2026 in Shanghai, demonstrating how artificial intelligence is transforming the future of the beauty industry. The company’s participation underscores the growing integration of AI into consumer products and services beyond the traditional technology sector.

Under the theme “AI Powered Beauty Odyssey”, L’Oréal presented a range of artificial intelligence driven innovations designed to personalise customer experiences, improve operational efficiency and strengthen collaboration across its global ecosystem. The exhibition highlighted the company’s commitment to combining advanced technology with beauty and wellness.

Among the featured technologies were 3CE GENBA, L’Oréal’s first offline generative AI beauty consultant, and the PPD Magic Mirror, which allows consumers to virtually try on make up and hairstyles using artificial intelligence. These innovations are intended to deliver highly personalised beauty recommendations while enhancing the in store customer experience.

L’Oréal also demonstrated how AI is being integrated into product development, employee support and business operations, reflecting the company’s strategy of embedding artificial intelligence across every stage of its value chain. The showcase illustrated how digital technologies can improve creativity, productivity and customer engagement while supporting long term business growth.

The company’s participation at WAIC highlights the rapidly expanding role of artificial intelligence in consumer industries and reinforces Shanghai’s growing importance as a global innovation hub. It also reflects the increasing collaboration between technology and consumer brands as businesses embrace AI to create more personalised, efficient and sustainable products and services.