Celebrating self-worth
At the heart of the L'Oréal Paris philosophy is the iconic slogan "Because I'm Worth It", first brought to life in the legendary Superior Preference® hair color campaign of the 1970s. 50 years on, this mantra has transcended advertising to become a powerful symbol of self-esteem and empowerment for people of all cultures, ethnicities, and backgrounds.
A global beauty phenomenon
With a diverse range of spokespeople from Hollywood stars to emerging talents, L’Oréal Paris is the face of diversity. The brand’s ambassadors – Aja Naomi King, Andie MacDowell, Camila Cabello, Elle Fanning, Eva Longoria, Helen Mirren, Kate Winslet, Katherine Langford, Viola Davis and many more – celebrate diversity and inclusivity, ensuring that everyone feels represented and valued.
Innovation in every product
As the world's largest beauty brand, L'Oréal Paris has an unparalleled commitment to technology, research innovation and delivering groundbreaking, high quality, and safe products for women, men and children of all ages and ethnicities. It's extensive range of hair color, hair care, hair styling, skin care and cosmetics products sets the standard for beauty excellence.
A century of beauty revolution, and empowerment
From its beginnings in 1909 with chemist Eugène Schueller's revolutionary hair color to the swinging Sixties and Seventies, when trends such as the iconic "Because I'm worth it" slogan were born, L'Oréal has been at the forefront of innovation as a driver of emancipation. Throughout the eighties and beyond, L'Oréal continued to empower women - and men - with innovative products, adapting to changing times and lifestyles and expanding globally. Today, as we move into the digital age, L'Oréal remains committed to innovation, sustainability and helping people around the world feel good about themselves.
