Playing to its skincare strengths
Finding its place in an innovation-driven skincare market will be key for L’Oréal Paris’s growth.
“Mass beauty brands such as L’Oréal Paris need to carve out a space in skincare between dermatological and luxury beauty brands, while also responding to the rise of K-beauty,” says Pierre Tegnér, equity analyst at Oddo BHF.
The K-beauty market is highly fragmented, but L’Oréal Paris can use its strong R&D to create Korean-inspired products while relying on its global brand trust and recognition. L’Oréal Group has 21 research centers worldwide, including one in Seoul, which opened in 2018. “Being very strong in Asia is a huge advantage,” Toupet says. “It gives us a competitive edge by allowing us to innovate much faster, taking innovations that originate in Asia and making them accessible worldwide.” (In 2024, L’Oréal Group also acquired Korean skincare brand Dr.G.)
The executive notes that recent skincare innovations such as its Glass Skin range, which launched in January, has helped the brand regain momentum in countries such as China. (L’Oréal Paris returned to growth in China in 2026, after navigating a challenging Chinese market the year prior.) The range is inspired by Asian beauty formulations and consists of a liquid care treatment and a mask that melts into the skin, replumping in just 90 minutes. “We unpacked the science behind it, and created a new range capable of reproducing inside the skin what those aesthetic procedures do,” Toupet says.
“We need to strengthen and reposition ourselves around what we do best — using science to deliver visible beauty,” Toupet continues. “We’re here to visibly transform women’s skin, whether immediately by giving it incredible radiance, restoring plumpness, and staying focused on our core business: preserving youthfulness and correcting signs of aging.”
Innovation is key across categories. In makeup, the L’Oréal Paris Infallible 3-Second Makeup Setting Spray Mist, launched in 2024, quickly became the brand’s second bestselling makeup product in 2025. “We used to focus on mascaras and lipsticks — the core makeup staples everyone knows,” Toupet notes. “Today, beauty routines have become far more diversified.”
L’Oréal Paris also intends to address concerns associated with GLP-1 weight-loss treatments, from skin sagging to hair thinning. Toupet says supporting women through these changes has become a focus for the brand. “We know that GLP-1 treatments can contribute to hair loss. We have tests demonstrating that our Elseve Fiber Booster [or Growth Booster, depending on the country] range helps stimulate regrowth for women experiencing hair loss,” she explains. “Another effect of GLP-1 drugs is accelerated skin sagging. We demonstrated with the Revitalift range that when women are undergoing these treatments, it supports them perfectly in combating loss of firmness.”
Because men are worth it, too
In April, L’Oréal Paris appointed Formula 1 driver Charles Leclerc as brand ambassador. Leclerc joined fellow racing driver Carlos Sainz, who joined in May 2025, in the L’Oréal Paris ambassador pool. The brand was without a male brand ambassador for over two years before Spanish F1 star Sainz joined. The timing is no coincidence.
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