As Oh My cream has launched the Dialog AI agent in 2 countries, the beauty retailer wants to break traditional e-commerce patterns, still structured in categories, filters and product pages, towards an ultra-personalised advice. A UX includes a new skin diagnosis based on photos to guide e-shoppers like in a store, and already captures positive externalities in terms of conversion and opt-in. Here are the details.
On May 4, 2026, the online cosmetics website Oh My Cream (confidential turnover in 2025 including more than 50% online, with 39 stores in France, the U.K. and Belgium) shared the results of a new online conversational agent tool, designed by the start-up Dialog (€3.8 million raised in November 2025). After a POC started in September 2025 on the entire catalogue, the cosmetics retailer launched this conversational agent in January 2026 in France and in Belgium, not yet in the UK. It allo
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Article authors
Sophie Baqué
Chief Editor of mind Retail