Professional Products

The fast-growing premium haircare market is bringing a fundamental shift in professional beauty, driven by lasting trends such as increasingly diverse hair types (curly, coily or textured) to long hair styles and scalp health concerns. Inspired by social media, today’s consumers are treating their hair with the same level of care as their skin, adopting sophisticated, multi-step routines.

Leveraging the industry’s most powerful brand portfolio, the Professional Products Division grew +15% in the premium haircare segment. Our success is fuelled by “superhero” treatments and disruptive innovations benefitting from the latest scientific breakthroughs from L’Oréal Research & Innovation. In 2025, we continued to premiumise our offer with new serums, oils and mists, launching for example the Kérastase Gloss Absolu range with its unique hydra-glazing technology, and Redken’s Acidic Bonding Concentrate 24/7 night and day serum. Redken is now the number one premium haircare brand in the US, while Kérastase is the number one haircare brand online worldwide.

The recent acquisition of Color Wow, one of the world’s fastest-growing professional haircare and styling brands, also underlines our strategy to accelerate in premium styling, fuelled by growing demand from Gen Z consumers.

From providing unique advice and expertise in the salon chair to sharing tips with passion online, the role of hairstylists keeps evolving. The Professional Products Division is by their side as they transform their business models and salon services.

We have a comprehensive digital ecosystem for serving, selling and educating that has become an everyday resource for hairstylists worldwide. This includes our e-commerce sites, SalonCentric in the US, and L’Oréal Partner Shop in 37 countries. Furthermore, our online educational site, L’Oréal Access, focuses on continuous upskilling through haircare and colour training, high level certifications and masterclasses, and is complemented by L’Oréal Business Academy (LBA) for key business skills.

Beyond this, we are also committed to be the caring edge of our industry, supporting wellbeing and sustainability. The L’Oréal Professionnel brand has championed hairstylists’ mental health since 2023, reaching over 190,000 professionals through its Head Up programme. In addition, our Hairstylists for the Future programme empowers salons to embrace a sustainable transition providing education, tools and partnerships around water conservation, waste recycling, and renewable energy.

2025 was a year of outstanding growth, outperformance and expansion for the Division as we crossed the €5 billion mark: a testament to our winning omnichannel strategy deployed over recent years. We are accelerating our transformation to meet consumers wherever they shop.

Our Division is strengthening its presence across 400,000 salons worldwide, while capturing double-digit growth in selective retail and e-commerce, increasing our reach with younger and digitally engaged consumers. Today, these complementary channels represent 39% of our total sales, making our business model more efficient, resilient and scalable. Our successful diversification gives us the firepower to keep investing behind our brands and supporting hairstylists to make salons more desirable, profitable and sustainable.

Cutting-edge technology is also part of our transformation to further strengthen our competitive edge. We are re-inventing the salon experience with Beauty Tech innovations and high-tech devices like Kérastase K-SCAN – an AI-powered camera for hyper-personalised hair and scalp diagnostics –already deployed in more than 10,000 salons worldwide. Combined with tools like the AirLight Pro hairdryer, which uses infrared technology for faster hair drying without excessive heat and reduces energy consumption, we are providing hairstylists with the data and technology to offer value-added services with a high level of expertise and advice, which give consumers compelling reasons to visit salons for experiences they cannot replicate at home.

Consumer appetite for premium haircare is driving our strong momentum in emerging markets like Brazil, Mexico, GCC and India. Key to this success is our investment in education at scale, with high-profile events – from hairstyling festivals to coaching programmes – that in India alone have trained more than 127,400 hairstylists in 2025.

In Brazil, the world’s most diverse country in terms of hair types and hair needs, L’Oréal Professionnel was able to recruit 29% more new consumers to its high-performance shampoos like Absolut Repair Molecular and Vitamino Color, by promoting the benefits of refill formats in-store and online.

In Mexico, consumers engage in lengthy hair routines, often using leave-in serums and oils for heat and humidity protection. This provided the perfect launchpad for Kérastase Gloss Absolu and its hydra-glazing technology, which delivers long-lasting smoothness and high-gloss results. The franchise achieved outstanding sales, showcasing a winning formula of consumer insight, cutting edge innovation and powerful activation.

This success extends to the GCC, where beyond effective products, affluent Middle East consumers also seek luxury haircare experiences. Kérastase has opened three hair and scalp spas in Saudi Arabia, offering exclusive diagnostics, treatments, and personalised rituals, which reinforce the brand’s premium positioning and enhance consumer loyalty and purchase.