L’Oreal
Leading the world in beauty and beauty tech
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"For more than a century, L’Oréal has devoted itself solely to one business: beauty. We want to bring beauty to all people. Our goal is to win over another one billion consumers around the world by innovating and creating cosmetic and skincare products that meet the infinite diversity of their beauty needs and desires." L'Oreal has 86000 employees across 150 countries on five continents. 36 international brands are divided into four unique Divisions: Luxe, Consumer Products, Dermatological Beauty, and Professional Products. 36 international brands include Kiehl’s, Lancôme, Giorgio Armani Beauty, Yves Saint Laurent Beauté, Ralph Lauren, Clarisonic, Maybelline New York, Essie, Kérastase, IT Cosmetics, Prada Beauty, Biotherm, Shu Uemura, Viktor&Rolf, Maison Martin Margiela, Urban Decay, Redken, Vichy, La Roche-Posay, Diesel, Garnier, L’Oréal Paris, and more.
L’Oréal was founded in 1909 by Eugène Schueller, a young French chemist. He developed one of the first safe hair dyes, which he sold to Parisian hairdressers. This marked the beginning of L’Oréal’s journey in the beauty industry.
The company initially focused on hair colour products. Over the years, it expanded its product range to include skincare, makeup, and fragrances.
Under the leadership of François Dalle in the 1950s and 1960s, L’Oréal began its international expansion. The company acquired several strategic brands and entered new markets.L’Oréal has continued to innovate and expand its global presence. The company has embraced digital technologies, sustainability, and social responsibility in its operations
Portfolio of Brands
L’Oréal’s portfolio includes a wide range of brands catering to different consumer needs and preferences. Here are some of the key brands:
Consumer Products
- L’Oréal Paris: A leading brand offering a wide range of hair care, skincare, and makeup products.
- Garnier: Known for its natural and organic skincare and hair care products.
- Maybelline New York: A popular makeup brand offering products for various skin tones and types.
- NYX Professional Makeup: Affordable and high-quality makeup products for professional and everyday use.
- Dark & Lovely: A brand focused on hair care products for textured hair.
L’Oréal Luxe
- Lancôme: A luxury skincare and makeup brand.
- Yves Saint Laurent: Offers high-end makeup and skincare products.
- Armani: Known for its luxury fragrances and cosmetics.
- Kiehl’s Since 1851: Specializes in skincare products.
- Ralph Lauren Fragrances: Offers a range of luxury fragrances.
Professional Products
- Redken: A professional hair care brand used by hairstylists worldwide.
- Kérastase: Specializes in high-end hair care products.
- Matrix Essentials: Offers professional hair color and styling products.
Dermatological Beauty
- CeraVe: Focuses on skincare products designed for sensitive skin.
- Biotherm: Offers skincare products that harness the power of thermal water.
- Helena Rubinstein: Known for its innovative skincare solutions.
Innovative Leader
L’Oréal has been at the forefront of innovation, particularly with the use of AI and digital technologies:
- HAPTA: L’Oréal developed the world’s first handheld computerized makeup applicator designed for consumers with limited mobility. This device uses AI to provide precise and easy application of makeup.
- TrendSpotter: This AI-powered tool scans online sources to quickly identify and react to emerging beauty trends. It helps L’Oréal stay ahead of the competition by developing new products based on real-time data.
- Virtual Makeup Try-On: Through partnerships with companies like Perfect Corp. and The Good Glamm Group, L’Oréal launched virtual makeup try-on tools. These tools use augmented reality (AR) to allow customers to try on makeup virtually, enhancing the online shopping experience.
- Personalized Skincare Advice: In retail spaces, L’Oréal has introduced AI-loaded iPads that provide personalized skincare advice and recommendations based on individual skin needs.
- Metaverse and Social Commerce: L’Oréal has ventured into the metaverse and social commerce, developing a dedicated incubator in partnership with Station F and Meta. They also partnered with Ready Player Me to create full-body 3D avatars for use in the metaverse.
- Product Impact Labeling: L’Oréal launched a labeling system that provides online shoppers with visibility into the environmental impact of their purchases compared to other products in the same category.
These innovations showcase L’Oréal’s commitment to leveraging AI and digital technologies to enhance customer experiences and stay ahead in the beauty industry.
L’Oréal has continued to achieve remarkable business success leading up to 2025, and reported a 5.6% rise in sales to €43.4 billion for the year ending December 31, 2024. This growth was driven by strong performance across all divisions, with dermatological beauty surpassing €7 billion for the first time. The company achieved a record 20% operating margin, reflecting efficient management and strong profitability.
Europe was the largest contributor to growth, with sales up by 9.3%. The region saw double-digit growth across all categories, led by haircare and fragrances.Dermatological beauty saw strong momentum in emerging markets, with brands like La Roche-Posay, CeraVe, Vichy, SkinCeuticals, and Skinbetter Science leading the way.
Key strategic initiatives include
- Omnichannel Strategy: The professional products division expanded through an omnichannel strategy, with significant acceleration in e-commerce and selective distribution.
- New Partnerships: L’Oréal signed a long-term, exclusive beauty partnership with Jacquemus, enhancing its luxury division.
- Sustainability: L’Oréal was recognized as a sustainability leader, receiving a platinum medal from EcoVadis.
- Beauty Stimulus Plan: L’Oréal is optimistic about the outlook for the global beauty market and expects growth to accelerate in 2025. The company plans to drive this growth through an exciting pipeline of new launches and continued strong brand support.
Nicolas Hieronimus, CEO of L’Oréal, expressed confidence in the company’s ability to outperform the global beauty market and achieve another year of growth in sales and profit.