Consumer Products

Through targeted innovations and successful brand and go-to-market strategies, the Consumer Products Division is expanding its reach, attracting new consumers from fast-growing demographics across major beauty categories.

To connect with digitally savvy Gen Z consumers, the Division combines trendsetting products with an agile, online-first approach. NYX Professional Makeup continues to ignite the appetite of Gen Z beauty lovers by nurturing a vibrant content creator community. Tapping into the trend for natural, science-backed skincare solutions, Thayers has become the number one toner brand in the United States, building a trusted following with Gen Z and millennials through compelling influencer-driven activations.

The Division is also putting men at the heart of beauty conversations and campaigns. Beyond its Men Expert range of skincare, beard care and grooming essentials, L’Oréal Paris has seen increased demand for its Elvive Growth Booster Scalp Serum, thanks to the visibility of its new ambassador, Carlos Sainz. Other key Division brands including Garnier, Mixa, and Dr.G are broadening their offerings with inclusive, unisex product ranges.

Women over 60 represent a significant growth opportunity, particularly in skincare, as they often invest more in their beauty routines. Building on its scientific expertise as the number one anti-ageing skincare brand, L’Oréal Paris is catering for the unique beauty needs of mature women through dedicated solutions such as its Age Perfect range, with actress Gillian Anderson as its new spokesperson.

Brazil is one of the world’s largest beauty hubs and a pivotal market for L’Oréal. Its unique population diversity, encompassing all eight hair types and 55 out of 66 skin tones globally, makes it a perfect testing ground for innovation. A dedicated L’Oréal R&I centre in Brazil is creating breakthrough hair and skincare products tailored to local needs that are now ready for the global stage.

Garnier’s Vitamin C Toque Seco (Dry Touch) skincare line is a compelling example of local-to-global innovation. Developed through collaboration between our scientists in Brazil and Japan, this trio of facial moisturisers with a unique “light as air” texture and active ingredients, directly addresses the common Brazilian complaint of heavy moisturisers that lead to oily or shiny skin. Launched with our largest 360° campaign to-date in Brazil, Vitamin C Toque Seco is transitioning from a local bestseller to a global rollout in less than one year.

Another prime example is the L’Oréal Paris Dream Liso (Liso dos Sonhos) hair care range. Made for the multitudes of Brazilian women with straight or straightened hair who have spent extensive hours in hair styling, our relaunched Dream Liso line offers advanced formulations across shampoos, conditioners and serums. The range has achieved historic market share – boosted by massive consumer advocacy focusing on faster and longer-lasting results – further strengthening Elvive’s position as Brazil’s leading haircare brand.

Consumers are increasingly savvy and sophisticated in their haircare routines, transforming haircare into a dynamic growth engine for the Consumer Products Division. Our innovation pipeline has been key to meeting the diverse hair needs of consumers who are actively seeking more effective and sustainable solutions.

The Division continued its vintage of ground-breaking products across the haircare category, with Garnier and Elvive leading the charge. Targeting the hydration and styling of curly hair, we introduced new, high-performance formulations including the Fructis Curls Method range. L’Oréal Elvive launched its Growth Booster range, designed to combat hair loss and promote hair growth across all hair types and genders.

As the Group’s biggest Division by volume, we have an important role to play in L’Oréal’s sustainability roadmap. Elvive and Garnier Ultra Doux kicked off a refill initiative in Europe with the launch of their 100% recyclable refill pouches featuring 60% less plastic. In 2025, L’Oréal Paris and Garnier, two of the Division’s global brands, launched the EcoBeautyScore (EBS) for skincare products in Europe, starting with two pilots in France and Germany. EBS will bring clear, easy-to-understand insights into the environmental performance of products, enabling consumers to make informed decisions. The European roll out will continue with additional launches during the first semester of 2026.

The Consumer Products Division excels in building brands that connect with consumers, capitalising on viral trends to inspire beauty lovers. NYX Professional Makeup, a brand born in Los Angeles, continues to extend its reach and win new Gen Z consumers in a highly competitive makeup market. Its secret: professional-grade products at accessible price points, and the powerful digital advocacy of a global network of artists and content creators.

Combining an “indie” spirit with L’Oréal’s global beauty expertise, NYX Professional Makeup is known for its pop culture-driven collaborations and digital innovations, including previous tie-ins with Roblox and Barbie the movie. In 2025, the brand created compelling new campaigns and collections infused with the world of entertainment. The NYX Professional Makeup, A Minecraft Movie collection championed creativity and artistry through products appealing to gamers including stackable, buildable blush colours and the popular Fat Oil Slick Clicks in glossy shades. Inspired by Regency period beauty trends and the makeup looks of characters and themes from the TV series, the limited-edition Bridgerton collection was brought to life at a London event bringing together beauty creators, makeup artists and influencers from around 20 countries.