Middle East
Self-Expression
Beauty that empowers
At L'Oréal Groupe, we believe beauty is an essential human need, both on a personal and social level, allowing each individual to reveal their singularity and connect with the world around them. It nurtures self-confidence and dignity, especially during challenging times.
We constantly innovate to empower everyone to express their own beauty, freely and without compromise.
As early as 1929, the group challenged conventions with L'Oréal Blanc, the firs platinum blonde bleaching powder. In 1960, Elnett Satin by L’Oréal Paris liberated hairstyles, offering unprecedented freedom of movement thanks to its revolutionary spray formula.
L’Oréal Paris became a source of inspiration for all with its iconic motto: "Because You're Worth It" – the first advertising message promoting self-confidence, aired in 1972. A message as relevant for newer generations as it was when it was first broadcast.
Today, our latest beauty tech innovations empower everyone to live their beauty authentically. Just take the upcoming 2024 launch of Colorsonic, a unique smart device that makes at-home hair color accessible to all.
L’ORÉAL TEINTURE INOFFENSIVE POUR CHEVEUX - 1909
In 1909, the visionary young chemist Eugène Schueller developed the first non-sensitive synthetic hair dye. This innovative product could cover gray hair in a range of shades while restoring its color and vitality. Freshly graduated from the National School of Chemistry, Schueller patented his invention and founded the «Société Française des Teintures Inoffensives pour Cheveux»).
Driven by the conviction that haircare and science were the future, he laid the foundation for what would become L’Oréal Groupe: offering the best of beauty, by combining quality, effectiveness, safety, and responsibility, to cater to the infinite diversity of individual needs and aspirations.
L’ORÉAL PARIS COLORSONIC - 2024
While Eugène Schueller made hair color accessible to all, coloring your hair at home has always posed challenges to consumers such as difficulty, messiness, slowness, and inconsistent results. To address this, L’Oréal Professionnel developed Colorsonic, unveiled in 2022 and launched in 2024.
This smart, handheld device delivers a precise dose of hair color smoothly and evenly thanks to its nozzle brush that oscillates up to 300 times per minute. This advanced technology ensures a fast, effective, and mess-free hair coloring experience, setting a new standard for at-home haircare. Notably, it was named one of Time Magazine’s best inventions of 2022.