2001 - Present day : Diversity of Beauty worldwide

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Diversity of Beauty worldwide

2001 to today: The diversity of beauty throughout the world

© Ruven Afandor for L'Oréal Professionnel

2001 to today: The diversity of beauty throughout the world

© Ruven Afandor for L'Oréal Professionnel

There is no single type of beauty; it is a multiple-faceted quality framed by different ethnic origins, aspirations, and expectations that reflect the world’s intrinsic diversity. With a portfolio of powerful, international brands, L’Oréal enters the 21st century by embracing diversity in its global growth agenda. Headed since 2006 by Chairman Lindsay Owen-Jones, and Chief Executive Officer Jean-Paul Agon, the Group continues to make new acquisitions to cover the world’s varied cosmetic needs, and to undertake new socially responsible initiatives in the interests of sustainable development for all.


  • Skin reconstruction technology, on a large scale

    © L'Oréal Research

    The story of "reconstructed skin" has been a great scientific saga, since its beginnings in 1975, when American researchers successfully cultivated keratinocytes, the main cells of the epidermis, in vitro. This discovery, which will be exploited for the treatment of major burns, aroused the interest of L'Oréal Research, which saw in it an alternative method for testing the efficacy and safety of cosmetic products. 1979: The first epidermis model reconstructed. 1986: The first dermis and epidermis model, enabling the effects of UV and aging skin to be tested. 1994: The development of a pigmented epidermis, enabling the study of the processes involved in tanning. 1997: rgw development of an immunoresponsive epidermis, able to react to irritants or allergenic products. That same year the Group also acquired Episkin kit technology - standardized and reproducible reconstructed skin kits, made available to the scientific and private worlds. 2001: L'Oréal opened a new skin bioengineering center in Lyon (France), enabling the use of this amazing technology on an industrial scale.
  • L’Oréal commits to Sustainable Development

    L’Oréal commits to Sustainable Development

    L'Oréal has joined the "World Business Council for Sustainable Development," an independent international association of over 150 companies from all major industries. Its mission is to encourage the exchange of expertise in environmental, economic and social matters.
  • BioMedic products

    © D. Engelhard for Biomédic

    L'Oréal has acquired Biomedical, an American brand of professional corrective cosmetic products, used and sold by dermatologists. Predominantly based on non-invasive acts (peeling, post-cosmetic procedure care), combining safety and efficiency, Biomedical has joined the Group brand with the highest dermatological valence, La Roche-Posay.
  • Novadiol: Targeted care for older skin, by Vichy

    © Roger Turqueti for Vichy

    A significant advance in understanding the cutaneous consequences of the menopause through the objective measurement of skin density loss. Boosted by the launch of Novadiol, this new expertise has led to an unprecedented breakthrough in pharmacy: the first Phyto-Flavone-based treatment to regenerate skin material, with positive results that have won over thousands of women. The treatment both plumps the skin and remodels the oval of the face
  • Mizani, the premium brand for ethnic hair

    © Stéphane Gallois for Mizani Campagne 2006

    On the acquisition in 1998 of SoftSheen, the American company producing hair products for ethnic hair, L'Oréal also acquired one of its subsidiaries, Mizani (Swahili for "balance"), its professional product brand. In 2001, Mizani was overhauled, repositioned as a premium brand and relaunched by the USA Professional Products Division. The objective: to prepare for growth and internationalization.
  • Exhibition at the Cité des Sciences:

    © Cité des sciences et de l'industrie, 2001- Graphics: Voltaire & Associés - Photography: Angelika Büttner

    Inauguration of the exhibition "Decoding the Hair" at the Cité des Sciences. For the first time, the Paris-based Cité des Sciences et de l’Industrie and L'Oréal together explored the world of hair: its nature, properties, language and symbolism... Developed by L'Oréal Research and designed with the museum teams, this educational exhibit answered the questions we have all asked about our hair on occasion. From Brazil to Russia, the exhibition then traveled to over a dozen countries. In 8 years, it was presented in 14 science museums on three continents and visited by over 2 million people.
  • e-strat challenge: The 1st  online


    The principle? Via a dedicated website, business school students from around the world were invited to step into the shoes of a virtual cosmetics company director. They were asked to make strategic decisions in marketing, research, production, finance, etc. in comparison with the performance of other students. The goal for L'Oréal? Making contact with the young talents of the future and developing the Group's reputation and image as an employer. The result? A "business game" which has now become a standard-setter, included on the educational programs at the world's largest universities, involving over 50,000 participants from 120 countries, and now also a key Group recruitment tool.


  • New horizons for L’Oréal: Oral cosmetics

    © Innéov

    In association with Nestlé, L'Oréal has entered the market for nutritional supplements for cosmetic purposes with the creation of Innéov. The result of synergy between L'Oréal Research (knowledge of skin, evaluation methodologies) and Nestlé Research (bio-assimilation, nutritional ingredient stability), the brand is counting on scientific breakthroughs in order to develop this booming market.
  • L’Oréal confirms its commitment as a corporate citizen by joining the UN's Global Compact

    L’Oréal confirms its commitment as a corporate citizen by joining the UN's Global Compact

    Along with 2,000 other businesses, L'Oréal subscribes to the ten principles of the Global Compact, a sustainable development initiative launched by the UN in 2000.
  • Viktor&Rolf: Double impact for a new line of fragrances

    © Philip Riches for V&R

    The Luxury Products Division has signed a license agreement with Dutch designers Viktor & Rolf. Their rich, avant-garde and extravagant esthetic universe proved attractive to the Group, which is looking to bring in new talent and expand its designer fragrance division.
  • Fruity brillance good enough to eat: Juicy Tubes by Lancôme

    © Solve Sundsbo for Lancôme

    High-gloss texture on the lips, luscious and transparent colors, playful image, toothsome fruit flavors: delicious and addictive, Juicy Tubes lip gloss has proved a phenomenal success worldwide
  • Nutrisse by Garnier, color that nourishes your hair

    © Garnier

    1998 saw the European launch of Garnier's Natéa, which nourishes hair while coloring it. However, a problem soon emerged: the term "Natéa", which conjures up the idea of nutrition for speakers of Romance languages, was not well understood in the U.S. - a crucial market for the internationalization of Garnier. The brand was thus renamed Nutrisse, a more immediately accessible name, then re-launched internationally. This time the bet paid off: the concepts of color and care are universally accessible and Garnier Nutrisse has thus now become the world No. 1 in terms of hair coloring sales
  • Helena Rubinstein's new Prodigy

    © Cedric Porchez for H.Rubinstein

    The global anti-aging concentrate Prodigy is aptly named. A genuine concentrate of anti-aging ingredients, its encapsulated bio-sap is designed to achieve maximum effect as close as possible to the cells. A pioneering and high tech care product, in keeping with the positioning of the Luxury Sector's most sophisticated brand.
  • Absolue by Lancôme, care against hormonal aging

    © Franck Dielman 

    Legendary Lancôme product Absolue is relaunched in 2002. Boasting no fewer than seven patents, the Absolue formula - "the 21st century anti-age system" - is a technological marvel that provides intense nutrition, repair and shine thanks to its reconstructive bio-network. The first care product specifically designed for mature skin, which factors in the changes caused by hormones, Absolue has enabled Lancôme to reach out to seniors - a booming new target sector.


  • Mininurse in China Logo

    ® mininurse

    To speed up Garnier’s roll-out in China, where it already markets the Nutrisse hair colour, L’Oréal acquires Mininurse. This leading mass-market skincare product is already very well known and has a strong local customer base. Garnier’s first skincare products are launched under the name “Mininurse by Garnier”.
  • Opening of the Research Institute for Ethnic Skin and Hair in Chicago (USA)

    © F.Neema/Eyedea

    This is the only centre in the world dedicated to this type of research. The Institute endeavours to develop knowledge about the skin and hair of individuals of African origin in order to design products that are better adapted to their needs. The Institute is based in Chicago, the city with the broadest range of ethnic diversity in the United States (more than 70 different ethnic groups).
  • L’Oréal is the majority holder in Shu Uemura

    © L'Oréal / Akira Okimura for Shu Uemura

    The alliance with Mr. Shu Uemura, a great make-up artist and beauty genius, enables L’Oréal’s Luxury Division to enter the strategic Japanese market, traditionally served by only local brands. It also gives global outreach to an international luxury brand anchored in Japanese ideas and aesthetics. This initiative underlines the Group’s resolve to make Tokyo its third major centre of creativity and development, after Paris and New York.


  • Inauguration of an ultramodern plant in India

    © L'Oréal

    The Group opens a plant for consumer products in Pune, 150km from Mumbai. The aim is to manufacture products meeting L’Oréal quality standards for the Indian market. This is also the first plant built to demanding GHP hygiene standards which would later be applied in cosmetics around the world.
  • Acquisition of Yue-Sai

    © Photo credit: David Ferrua for Yue Saï

    To respond to Chinese aspirations for brands that respect the specific qualities of Asian skins, L’Oréal acquires Yue Sai, an affordable luxury skincare and make-up brand that epitomises the modern Chinese woman, and perfectly complements the Group’s international portfolio.
  • Abyssine Cream by Kiehl’s Since 1851

    © Kiehl's

    The first Kiehl’s skincare product to benefit from L’Oréal Research, Abyssine Cream is an instant best-seller. Its key ingredient – abyssine – comes from micro-organisms that live in ocean vents and resist extreme conditions. Also called a “survival molecule”, it bolsters the skin’s natural defences.
  • Platinum: L'Oréal Professionnel revolutionizes the hair bleaching market

    © L'Oréal

    L'Oréal Professionnel revolutionises the lightening market, which until now had essentially used powders, by launching Platinium, the first hair lightening paste. Protected by five patents, this major innovation makes the hair far softer and shinier than powder technology (and also preserves the hair using NutricérideTM) as well as assuring optimum safety and comfort. The persulfates and silicates that lighten the hair are imprisoned in a paste-like texture to ensure zero instability.
  • Men Expert campaign by L’Oréal Paris

    © Kenneth Willardt for L’Oréal Paris

    For the first time in the mass market, L’Oréal Paris’ Men Expert offers men a range of advanced skincare adapted to each type of problem. A new approach that contributes to the boom in male cosmetics.
  • Diversity emphasized at L’Oréal

    © Todd Jagers / Constructive Images.com

    L’Oréal’s commitment to address the diversity of its employees, customers, suppliers and models of beauty earns it the first Diversity Leadership Award for a company from the Diversity Best Practices organisation. According to its president and founder Ms. Edie Fraser (left in the photo), "L’Oréal’s efforts to make diversity a business imperative as much as a social one are not just worthy of recognition, they are an extraordinary example for other companies to follow."
  • Flowerbomb by Viktor&Rolf: An explosive success

    © Inez & Vinhood

    With an impelling name, an explosive floral bouquet, a “diamond grenade” bottle, and a very “couture” appearance, Viktor&Rolf’s first fragrance shatters the traditional codes in the world of perfume – and is a hit.


  • A new research center in China

    © Photo credit: Helène Kerhervè

    The main purpose of L’Oréal’s 14th research centre in Pudong, near Shanghai, is to develop excellence in Asian skin and haircare. It aims to design products that are suited to the needs of Asian-origin consumers around the world, and develop a science of geo-cosmetics that can address the diversity of culture and climate in Asia.
  • Hairdressers Against AIDS

    © L'Oréal

    L’Oréal’s Professional Products Division and UNESCO sign a cooperation agreement on May 3rd 2005 to educate hairdressers about AIDS prevention using the global network of hair salons. The idea is to mobilise the network of L’Oréal trainers to provide clear information about HIV, and encourage hairdressers to pass the message on to their customers. This new social responsibility initiative earned the Group the Global Business Coalition against HIV prize in London on May 23rd 2006.
  • Acquisition of SkinCeuticals

    © David Chasey

    L’Oréal acquires Skinceuticals, a premium American beauty care brand for professionals, used and sold by dermatologists, plastic surgeons and quality spas. Skinceuticals joins the Active Cosmetics Division.
  • Lancôme hypnotized by Hypnôse

    © Photo credit: Javier Vallhonrat for Lancôme, 2005

    Following the intense emotion created by Trésor, and the spiritual fulfilment of Miracle, Lancôme adds a new tonality to its perfumes – the entrancing magnetism of Hypnôse, a sun-drenched oriental fragrance with woody notes.
  • Nutritionist by Garnier: Where dermatology and micro-nutrition meet

    © Garnier / DR

    Inspired by the latest findings in micronutrition, Nutritionist embraces the growing health concerns voiced by women. With its innovative formula of Omegas 6 and 3, and added magnesium, Garnier pushes the boundaries of advanced skincare technology even further.
  • Crème Gloss by L’Oréal Paris casting:

    © L'Oréal Paris / DR

    With its new ammonia-free formula, Casting Crème Gloss delivers ultra-glossy highlights, and optimum coverage of grey hair. Here at last is a colour that takes care of hair and enhances its natural beauty. The product is an international success.
  • Diversity: A model of commitment

    © Photo David Karp

    In New York, Lindsay Owen-Jones receives the Anti-Defamation League‘s International Leadership Award, for L’Oréal’s effort in favour of visible minorities and its fight against discrimination. Abraham H. Foxman, National Director of the ADL (left in the photo), says that "Sir Lindsay has taken his vision and put it into practice, making L’Oréal not just the leading cosmetic company in the world, but a leader in promoting diversity and respect for culture and identity setting standards to be emulated. L’Oréal and ADL have a shared vision of celebrating ‘A Planet of Diverse Beauty."


  • Opening of the L'Oréal Hairdressing Academy, the world's largest hairdressing training center

    © Didier Boy de la Tour

    The Hairdressing Academy in rue Royale, in the heart of Paris, is the largest hairdresser training centre in the world. Inspired by Didier Gomez, one of France’s great designers, the centre brings together the top names in haircare, including Jean Marie Charpentier, Philippe Almont, Richard Di Meglio, and Danilo Maletti. A miracle of technology, the Academy is a place where each object is carefully thought through, behind every detail lies a meaning, and each area promotes a sense of wellbeing. This prestige site is a powerful image booster that underscores the importance that the Group attaches to training and partnering hairdressers.
  • Diesel part of the L’Oréal machine

    © Diesel

    The Luxury Products Division signs a licensing contract with Diesel to launch a line of fragrances. A cult brand for the 18-35 age group worldwide, featuring bold, modern, unconventional casual chic, Diesel is a welcome addition to L’Oréal’s luxury brands.
  • Jean-Paul Agon named Managing Director L’Oréal

    © Carole Bellaiche (2006)

    A new chapter in L’Oréal’s history begins in April 2006. After more than 20 years at the helm, Lindsay Owen-Jones becomes Chairman of the Board of Directors, and Jean-Paul Agon is appointed Chief Executive Officer with responsibility for the Group’s operational management. After joining L’Oréal straight from university, Jean-Paul Agon successfully held a number of key positions in France and around the world. He headed Biotherm in 1989, then L’Oréal Germany in 1994, and took charge of the whole Asia zone in 1997 before running the American subsidiary in 2001. Having worked alongside Lindsay Owen-Jones since 2005, Jean Paul Agon immediately puts his own stamp on the company and aligns it with his vision. He not only intends to develop the Group, but also to make L’Oréal a great place to work and a “great citizen of the world”, as befits the global leader in beauty products.
  • Another diversity award for L’Oréal

    Another diversity award for L’Oréal 

    L’Oréal receives the Corporate Diversity Innovation award for its diversity initiatives and especially its innovative brand products. This is the first time that L’Oréal has received global recognition for the cultural diversity of its products.
  • Pro-Xylane: A powerful anti-aging agent

    © L'Oréal Research

    Extracted from beech wood, bio-degradable, non eco-toxic, and the result of seven years’ research, Pro-Xylane is the first cosmetic ingredient developed by L’Oréal’s green chemistry business. This bio-mimetic agent duplicates and simulates the skin’s natural biological processes, delivering unprecedented anti-ageing action. It has been incorporated into the formulas of new anti-ageing products developed by Lancôme, Vichy and L’Oréal Paris.
  • Acquisition of SkinEthic

    ® SkinEthic

    Episkin, the Group subsidiary dedicated to reconstructed skin technology, acquires SkinEthic, one of the major international specialists in tissue engineering. This confirms L'Oréal’s commitment to developing alternative methods to animal testing.
  • Acquisition of The Body Shop

    © L'Oréal Polska 

    Created by Anita Roddick, The Body Shop brand is reputed for its natural products and its ethical values of defending the environment, fair trading, and social responsibility. This brand gives the Group new inspiration for its sustainable development initiatives, and offers the Group valuable retail expertise.
  • Acquisition of Sanoflore: Organic cosmetics

    © Sanoflore

    L’Oréal acquires the French pharmaceutical company Sanoflore, specialised in designing, manufacturing and marketing natural cosmetics produced by organic farming and which are Ecocert certified. Supported by the Active Cosmetics Division, this pioneer intends to expand globally and become a world reference in organic cosmetics.

    The company’s pharmacists work in tandem with the French public research bodies and the University of Lyons. Sanoflore offers wholly natural paraben-, colouring- and silicon-free products which are not tested on animals, are certified by Ecocert, and developed under the supervision of dermatologists.


  • Derma Genèse campaign: L’Oréal Paris creates the first designer skin care for cellular youth

    © Ruven Afanador

    In 2007, L’Oréal Paris makes a major breakthrough with Derma Genesis, the first skincare range to encourage skin cell growth. Formulated with Pro-Xylane™ and hyaluronic acid, these products help create an environment to care for new skin cells, visibly rejuvenating the skin. Building on its expertise in this field, Derma Genesis has produced two new lines since then – a range of intense smoothing care for women who wish to diminish fine lines and visible pores, and the first “cellular care” line.
  • Acquisition of the very ecological PureOlogy

    ® Puerology

    L’Oréal acquires PureOlogy, a high-end American professional haircare brand that targets hair colourists and sales through hair salons. The brand is mainly known for its sulphate-free shampoos that enhance hair colour. A natural, ecological positioning for the Professional Products Division.
  • Shu Uemura Art of Hair: The art of hair, Japanese style

    © Robert Bergman  

    The Professional Products Division develops the artistic and aesthetic ideas of the Japanese designer Shu Uemura in hair styling to launch a new ultra-premium brand with a Japanese touch: Shu Uemura Art of Hair. As well as offering services and a range of high quality products, Art of Hair is also a “haircare ceremony”. It will be selectively distributed in the world’s leading hair salons with the aim of inventing a new register of in-salon luxury.
  • A decisive step in the research of alternative methods

    © Isabelle Walter for L'Oréal Research & Innovation

    L’Oréal’s Episkin reconstructed skin kit is approved as a full replacement method for cutaneous irritation by the ECVAM (European Centre for Validation of Alternative Methods). This is a major step forward in the development of alternative methods to animal testing, and rewards over 20 years of L’Oréal research into reconstructed skin.
  • Fuel for Life by Diesel, new energy in the world of fragrances

    © Ellen Von Unwerth for Diesel

    A major new partnership between the L’Oréal Luxury Products Division and the Diesel fashion group. Using cleverly organised pre-launch buzz (“Are you alive?”), a wild take on aesthetics, and an ingenious mix of mainstream and new media, Diesel’s first Fuel for Life fragrance for women and men begins with a bang.
  • Creation of the L'Oréal Foundation

    ® Fondation

    After many years of international sponsorship promoting women in science, helping prevent AIDS and promoting social beauty care for women cancer patients, L’Oréal creates its Corporate Foundation. This is dedicated to encouraging education, promoting scientific research and helping vulnerable people. With this initiative, L’Oréal makes a powerful statement of social responsibility, and takes a major step forward as a corporate citizen.
  • Magnifique: An exceptional fragrance, passionately Lancôme

    ® Lancôme

    Lancôme’s exceptional new fragrance is like a passionate declaration of love to extreme femininity: Magnifique. Firmly rooted in the brand’s traditions while remaining extremely contemporary, this outstanding new fragrance breaks away from classic perfume codes with its spicy notes and a composition of rose and nargarmotâ. A sophisticated, one-of-a-kind fragrance, just like its spokeswoman, Anne Hathaway.


  • L’Oréal Professionnel launches a men's line

    © Michael Baumgarten for L'Oréal

    At last, a professional haircare line for men: L’Oréal Professionnel Homme. This complete range (shampoo, care, hairstyling, hair colour) features a star product that addresses the typically male concern of time-efficiency. Cover 5, is an ammonia-free hair colour that covers all grey hair… in 5 minutes flat.
  • YSL Beauté products


    YSL Beauté and its crown jewel YSL join L’Oréal’s Luxury Products Division on July 1st 2008. With this strategic acquisition, L’Oréal opens a whole new chapter in its history with the ambition of becoming world leader in selective distribution. YSL Beauté has six brands of fragrance, make-up, and skincare: Yves Saint Laurent, Roger&Gallet, Boucheron, Stella McCartney, Oscar de la Renta and Ermenegildo Zegna.


  • L'Oréal's 100th anniversary

    ® L'Oréal / DR

    L’Oréal celebrates its centenary in 2009. [ Translator's note: segment translation incomplete]


  • Essie Products

    Essie Products

    L'Oréal acquires Essie Cosmetics, an American brand known for its ultra-trendy nail varnishes. Founded in 1981 by Essie Weingarten, this iconic brand enabled women to express themselves in color, thanks to an endless variety of shades. This acquisition has strengthened L'Oréal's position on the nail make-up market, which has grown rapidly in recent years.
  • First plant in Russia, in Kaluga

    © Kristina Sazonova for L'Oréal

    To respond to the strong growth of the local market, L'Oréal has opened its first factory in Russia, 85 km south of Moscow in the Kaluga region. The products manufactured in the 10,000 m2 factory are designed to serve the whole region: Russia, Ukraine and countries of the Commonwealth of Independent States (CIS). This plant meets all L'Oréal's standards of in terms of equipment, information systems, quality processes, safety policy and sustainable development.


  • Clarisonic, cosmetics technology

    © John Schulz Photography 2011

    With the acquisition of Pacific Bioscience, creator of the Clarisonic ® brand, L'Oréal has positioned itself strategically in the market for sonic devices and technologies in the field of skin care, thus enhancing its ability to innovate in instrumental cosmetics. These micro-massage devices, which can be combined with cosmetic treatments, represent a new category of skin care that is witnessing rapid growth on the global market.
  • The Gerland Center, devoted to predictive ingredient and product testing

    © Philippe Jacob / Phénomène for L'Oréal

    L'Oréal has opened Gerland, near Lyon, a unique center dedicated to the predictive assessment of the safety and performance of its ingredients and products. Its mission? To carry out the assessments of tomorrow. Researchers at the center's laboratory are working on the reconstruction of biological tissues, skin and corneas, making use of a range of sophisticated technologies to test thousands of raw materials and formulas.
  • Brandstorm 2011

    Billboard campaign in Kenya

    In December, L'Oréal opened a new subsidiary in Kenya. Located in Nairobi, this new site will serve as the development center for the Group's activities in East Africa including Uganda, Tanzania, Rwanda, Burundi and Ethiopia. With the opening of subsidiaries in Kenya and Nigeria, the Group proves its confidence in Africa's growth potential.
  • Jean-Paul Agon is named CEO

    © Stéphane de Bourgies for L'Oréal

    After twenty years at the head of L'Oréal, Sir Lindsay Owen-Jones has handed over the chairmanship to his CEO Jean-Paul Agon. The two roles are now once again reunited. Jean-Paul Agon is now Chairman and CEO while Sir Lindsay Owen-Jones has become Honorary President.


  • Solidarity Sourcing: A solidarity program at the heart of business

    © The Body Shop / DR

    L'Oréal has officially launched Solidarity Sourcing, a solidarity procurement program which contributes to the creation of jobs for the economically vulnerable in France and throughout the countries in which the Group operates. By opening up to new types of providers, L'Oréal will thus use its purchasing power as a lever to combat exclusion and rebuild economic and social development links.
  • A new Global Hair Research Center in Paris, Saint-Ouen

    © L'Oreal / DR

    To meet the hair beauty needs of a wide variety of consumers, L'Oréal has launched its World Hair Research Center in Saint-Ouen, Paris. Exclusively dedicated to hair, it will serve as the bridgehead for a network of six regional centers throughout the world. It will operate on the basis of collaborative platforms designed to promote innovation and will use cutting-edge tools, in terms of automation, modeling and sensory evaluation.
  • Acquisition of the Cadum brand

    © Cadum

    L'Oreal has acquired the Cadum company, majority owned by the Milestone investment fund. The hundred-year-old brand with its substantial notoriety and strong growth has proved an important acquisition for L'Oréal in France, where the Group has been able to strengthen its position in the hygiene products market. To this end, it has joined the Consumer Products Division, which distributes its brands to mass-market channels.