L’Oréal in the United States

L’Oréal USA outperformed the beauty market thanks to a winning brand portfolio and strategic execution. We gained significant momentum in haircare, where Redken, L’Oréal Paris, and Garnier now hold the top three positions in the US market. As consumers shift towards more advanced routines, haircare treatments have become even more popular than shampoo. Leading this trend are Color Wow and Redken, the top two treatment brands. In the prestige category, Kérastase saw strong growth driven by Elixir Ultimate Oil, 8H Night Serum and new Gloss Absolu Glaze drops. Additionally, our Consumer Products Division grew four times faster than the mass market, led by L’Oréal Paris Elvive. Finally, CeraVe expanded into haircare with the launch of its anti-dandruff range.

L’Oréal Luxe continues to dominate the fragrance category with five of the top 10 men’s fragrance brands in the US, three of the top 10 women’s brands, and Valentino with its Born in Roma range. New launches such as Miutine (the first Miu Miu fragrance release with L’Oréal) and Prada Paradigme served to widen our lead.

In 2025, the Consumer Products Division shifted into high gear, becoming the primary engine of the US makeup segment, outpacing the market for the first time since 2021. Innovation-led launches including the long-lasting, non-sticky NYX Professional Lip IV hydrating lip stain and Maybelline’s Colossal Bubble volume building, lightweight mascara catered for real-world beauty challenges; while time-tested favourites like L’Oréal Paris Infallible Setting Spray continued to democratise expert beauty gestures for the mass market.

Science, research and innovation give L’Oréal a competitive edge in a market where consumers are demanding more from their beauty products. Marking 70+ years in the United States, we opened our new $160 million R&I centre in Clark, New Jersey, L’Oréal’s largest R&I hub outside of France. More than 600 highly skilled scientists create tailored solutions for diverse consumer skin and hair needs, as well as ensuring a pipeline of innovations for our portfolio of iconic American brands such as Maybelline, CeraVe, Redken and Kiehl’s. Our research has led to breakthrough products directly addressing key trends in the United States: for example, SkinCeuticals A.G.E. serum, a double-patented formula that provides a visible lift and which was tested on GLP-1 patients as a regimen with A.G.E. Interrupter Advanced Cream; Redken Acidic Bond Concentrate, which addresses the growing proportion of consumers with curly and coily hair; and Maybelline Teddy Tint lip tint, which has won consumer love worldwide by combining fun and functional beauty.

Creativity and cultural relevance are infused throughout our brand campaigns, designed to resonate with diverse American consumers. Key partnerships with high profile entertainment and sports personalities help us connect with different audiences. With a focus on Gen Z beauty lovers, Maybelline teamed up with Miley Cyrus, while Yves Saint Laurent worked with Feid, Drew Starkey, and Shai Gilgeous-Alexander to appeal to a young male audience. To connect with women over 60, Lancôme partnered with Kim Cattrall, Martha Stewart and Kathy Hilton; and for natural beauty devotees, Pamela Anderson became the new face of Biolage.

Culturally relevant activations generated significant engagement throughout 2025. Saturday Night Live’s 50^th Anniversary collaboration with Maybelline and CeraVe paired comedy and beauty. Over 19.5 million viewers tuned in to celebrate the first Oscar award for stunt performers in a multi-brand ad campaign involving Kiehl’s and L’Oréal Paris. Lancôme’s viral campaign for Juicy Tubes, featuring iconic faces from 2000s TV shows, successfully tapped into millennial nostalgia.

Our two-pronged consumer channel strategy focused on maximising digital growth channels while elevating the in-store consumer experience. This included launching select brands and innovations on social commerce platforms. Brick-and-mortar stores remain a key priority: we invest in our own stores, such as Kiehl’s and Aēsop, as well as working with strategic retail partners to build brand visibility and a more engaging customer experience.