Beauty Tech acceleration with AI

Our use of artificial intelligence is continuously expanding. For example, in Research, we are working with IBM to build a custom AI model to help accelerate the process of formulating using advanced biotech and sustainable raw materials; while the use of hair digital twins, where advanced virtual modeling can help predict the effects of new active ingredients on various hair types, is supporting innovation in haircare.

We are also partnering with many talented startups such as NanoEntek, whose innovative, lab-on-a-chip technology features in Lancôme Cell BioPrint, a device that uses patented skin surface biomarker analysis to visualise future skin beauty longevity trends. K-SCAN, an AI-powered smart camera that provides personalised hair recommendations and routines, has been shown to boost salon sales by an average of +23%. By placing these diagnostic tools directly in the hands of consumers and professionals, we are democratising precision beauty.

As such, L’Oréal is both an innovator and magnet for innovators, having recently been named Fortune magazine’s “Most Innovative Company” in Europe. Our open innovation approach combines internal beauty and tech expertise with the best of external, cross-industry talent and innovation. L’Oréal collaborates with diverse partners including startups, academics, incubators and Big Tech – resulting in the world’s largest beauty ecosystem – to accelerate our Beauty Tech ambitions. In 2025, this approach earned us several accolades including Time magazine’s “Best Invention of 2025” for the L’Oréal Professionnel AirLight Pro infrared hair dryer created with Zuvi and the Lancôme Rénergie Nano-Resurfacer created with Nanomed, along with five CES innovation awards and 11 Cannes Lions, including a Grand Prix for L’Oréal Paris, showcasing our creative excellence.

L’Oréal has the world’s richest beauty database with millions of data points about skin and hair scientific knowledge, beauty formulations, consumer trends and routines. It is thanks to this goldmine of data and our expertise in data science that we can bolster our AI efforts. We empower our 4,000 scientists and 8,000 tech, digital and IT experts with these insights to develop beauty innovations that boost engagement, conversion and loyalty. This deep understanding is reinforced by Consumer Loop, our internal proprietary digital platform that captures millions of real-time, authentic consumer ratings and reviews of our products in more than 150 countries. These insights help us to deepen our understanding of consumer desires, improve our products, and introduce new offerings at speed and scale.

In parallel, our employees are direct beneficiaries of the skills revolution triggered by AI. More than 65,000 employees were trained on responsible use of generative AI, with our “Gen AI for All” programme expanded to employees in our plants, distribution centres and points of sale. Our secure L’Oréal GPT tool is now used by over 60,000 employees, with a +25% growth compared to last year, ensuring teams are equipped to leverage new technologies that spur innovation and drive unparalleled operational efficiency.

Lastly, we are collaborating with NVIDIA to leverage their AI Enterprise platform for rapid development and deployment of AI across our entire business.

The beauty landscape is evolving at incredible speed. L’Oréal is reshaping its relationship with consumers by augmenting its marketing, thanks to a powerful blend of human creativity and advanced technologies.

We harness the power of AI throughout, from eye-catching content creation to personalised services and marketing strategy. CreAItech, our in-house Gen AI Beauty Content Lab, empowers thousands of users to generate unique, on-brand images and assets for diverse platforms and audiences. Many brands including L’Oréal Paris, Yves Saint Laurent Beauty and Maybelline have used CreAItech internally and externally. This technology is the result of a close and successful collaboration with our key partners, Nvidia, Google and Adobe.

Two innovations from 2025 are helping consumers to make informed choices, increasing sales conversion and basket value. In the United States, AI-powered L’Oréal Paris Beauty Genius has generated over 1.1 million conversations, offering recommendations and indicating where to buy products. Noli.com, a new, L’Oréal-backed, multi-brand e-commerce platform, uses powerful AI tools to decode each user’s beauty profile and match them with product recommendations delivered to their doorstep, earning a 4.8 Trustpilot score.

To consolidate our market leadership, we have deployed BETiq across key markets. This transformative programme integrates our marketers’ expertise with AI-driven data to optimise advertising and promotional investments across more than 50 beauty engagement touchpoints. By enabling faster, more informed decision-making, BETiq empowers us to maximise return on investment and drive impactful growth, securing both short-term sales and long-term brand equity.

In 2025, L’Oréal Research & Innovation and IBM announced a strategic collaboration to put artificial intelligence at the heart of cosmetic formulation science. By combining L’Oréal’s 116 years of scientific expertise with IBM’s leadership in generative AI, the teams are developing a Formulation Foundation Model (FFM), an AI model designed to support beauty formulation. This breakthrough will lead to a digital scientific tool designed to help researchers master formulation complexity, accelerate innovation through digital-first testing ahead of laboratory work, and boost scientists’ creativity by freeing time for bold new ideas.

The early results are promising: thanks to our unique legacy in beauty research, we could train our model using large volumes of high-quality data, including more than 1.8 million formulas. This model helps researchers create new disruptive textures, optimise formula performance in sync with the diversity of consumers’ aspirations, and drive our sustainability ambitions forward. We are already on our way towards the next iteration of the model with even more advanced features.

This work is paving the way for a new era of science and cosmetic formulation, with products always reaching higher standards of quality, safety, inclusivity, sustainability, and personalisation.