The L'Oréal Paris brand division of L'Oréal USA, Inc. is a total beauty care company that combines the latest in technology with the highest in quality for the ultimate in luxury beauty at mass.
For most, the name “L'Oréal Paris” is immediately evocative of the brand’s signature tagline, "Because I'm Worth It”— first brought to life in the legendary Superior Preference® hair color advertising campaign of the 1970’s. Today, it represents the essence of the L'Oréal Paris brand as a whole, symbolizing our relentless pursuit to empower individuals of all cultures, ethnicities and backgrounds to embrace their unique beauty, and reinforce their innate sense of self-worth.
As the biggest beauty brand in the world, L'Oréal Paris has an unparalleled commitment to technology, research innovation and providing groundbreaking, high-quality products for women, men, and children of all ages and ethnicities. L'Oréal Paris is notably dedicated to celebrating the diversity of beauty – with the company’s broad range of spokespeople including Aja Naomi King, Andie MacDowell, Camila Cabello, Elle Fanning, Eva Longoria, Helen Mirren, Kate Winslet, Katherine Langford, Viola Davis and others.
L'Oréal Paris is a truly global beauty brand with many internationally renowned products. The brand encompasses five major beauty categories – hair color, hair care, hair style, skin care and cosmetics – and includes well-known brands like Superior Preference® and Excellence hair colors; EverPure, EverStrong, EverSleek, EverCreme and EverStyle hair care; Elnett and Studio Line hair style products, and skin care brands including Revitalift®, Youth Code, Age Perfect®, Men Expert, Pure-Clay and Pure-Sugar products and L'Oréal Paris Cosmetics, including Colour Riche®, True Match™ , Voluminous®, Lash Paradise, Telescopic® mascaras, among many others.
The story of L’Oréal Paris :
110 years of progress and counting . . .
1909 L’Oréal’s Beginnings:
A Revolutionary Hair Coluor and a Visionary Founder
The founding of L’Oréal in 1909 coincided with the first stroke of genius from the chemist Eugène Schueller. Women wanted to have short blond hair, embracing the trend for a boyish style. He patented a hair colour formula that – unlike anything else on the market at the time – was perfectly safe to use. Hair colourants were to be the company’s focus for the decades to come.
1960-1970’s : Innovation as A Driver of Emancipation
In the Sixties, inspired by Brigitte Bardot, long hair became the trend – wild and sexy or tamed in an up-do. Under Dalle’s leadership, the company was in touch with the era, innovating with products that offered the results women wanted without compromising on safety. The launch of home hair-colouring brand Préférence in the 1970’s marked a turning point with the creation of the brand’s world-renowned tagline, “Because I’m worth it.”. The first advertising message to highlight the importance of self-esteem.
1980-1990’s : Helping Women Face the World with Confidence.
As more women continued to take on roles in the public sphere and the workplace in the Eighties, L’Oréal Paris offered them make-up and skincare products to help them face the world feeling good about themselves and stay looking young.
2000’s - The Turn of the Millennium: New Frontiers
The turn of the Millennium heralded a new era for L’Oréal as it accelerated its expansion to new markets, segments and distribution channels and began to embrace the sustainability challenge. L’Oréal Men Expert was born, the first mass-market anti-aging line for men, and the brand embraced the digital opportunity well ahead of its competitors, constantly innovating to stay in tune with the times and accompany consumers’ changing lifestyles and needs.
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January 11, 2021
Leaders with Lacqua: Jean-Paul Agon, L'Oreal Chairman & CEO
January 14, 2021
The At-Home Haircolor Experience, Reinvented. Introducing Colorsonic by L'Oréal.
January 2, 2022