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.
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Article authors
Sophie Baqué
Chief Editor of mind Retail