The Tamesis
Leverage its skin care benefits
Finding its place in the innovation-driven skin care market will be key to L’Oréal Paris’ growth.
“Mass beauty brands such as L’Oréal Paris need to carve out a space in the skin care space between dermatology and luxury beauty brands while responding to the rise of K-beauty,” said Pierre Tegnér, equity analyst at Oddo BHF.
The Korean beauty market is highly fragmented, but L’Oréal Paris can leverage its strong R&D capabilities to create Korean-style products while relying on the trust and recognition of its global brands. The L’Oréal Group has 21 research centers around the world, one of which was established in Seoul in 2018. “Being very strong in Asia is a huge advantage,” Toupet said. “It allows us to innovate faster and promote innovations originating in Asia to the world, thus providing us with a competitive advantage.” (In 2024, L’Oreal Group also acquired the Korean skin care brand Dr.G.)
The executive noted that recent skin care innovations, such as the launch of the Glass Skin line in January, have helped the brand regain momentum in countries such as China. (L’Oréal Paris resumed growth in China in 2026 after tapping into a challenging market the previous year.) The line, inspired by Asian beauty formulas, includes liquid treatments and masks that blend into the skin to restore plumpness in just 90 minutes. “We unraveled the science behind it and created a new range that replicates the effects of these cosmetic procedures within the skin,” says Tupet.
“We need to step up and reposition ourselves around what we do best – using science to provide visible beauty,” Tupet continued. “We are committed to dramatically transforming women’s skin, whether that’s instantly giving it incredible radiance, restoring plumpness, or focusing on our core business: preserving youthfulness and correcting signs of aging.”
Innovation is key in every category. In terms of makeup, L’Oréal Paris’ Infallible 3-second setting spray, launched in 2024, quickly became the brand’s second-best-selling makeup product in 2025. “We used to focus on mascara and lipstick—the core makeup products we all know,” Toupet points out. “Today, beauty routines have become more diverse.”
L’Oréal Paris also intends to address problems associated with GLP-1 weight loss treatments, from sagging skin to thinning hair. Tupet said supporting women going through these changes has become a focus for the brand. “We know that GLP-1 treatment can cause hair loss. Our testing shows that our Elseve Fiber Booster [or Growth Booster, depending on the country] series helps stimulate regrowth in women with hair loss,” she explains. “Another effect of GLP-1 drugs is to accelerate skin sagging. We have proven with the Revitalift range that when women undergo these treatments, it perfectly supports them in their fight against the loss of firmness. “
Because men are worthy too
In April, L’Oréal Paris appointed Formula One racing driver Charles Leclerc as its brand ambassador. Leclerc joins racing driver Carlos Sainz, who joins in May 2025, in the L’Oréal Paris ambassador pool. The brand had been without a male ambassador for more than two years before Spanish F1 star Sainz joined. The timing is no coincidence.
