L’Oréal in the United States

Driven by the creativity and commitment of its teams in a resilient market with a passion for beauty, L’Oréal USA is strengthening its leadership position, capitalizing on brands that win over new consumers through innovative products and powerful cultural connections. The Group continues to strengthen its role as a responsible leader, through social and environmental initiatives and a strong focus on employee wellbeing.

David Greenberg

President North America & CEO L’Oréal USA

For our increasingly discerning and demanding consumers we’re bringing game-changing, high-performance products that revolutionize the beauty market. As we celebrate our 70th anniversary in the United States this year, we’re better positioned than ever to maintain our leadership and continue to grow.
  • No.1 growth contributor to L’Oréal Group
  • 70 years in United States
  • 100 Best Fast Company’s 100 Best Workplaces for Innovators in 2023

L’Oréal is leading a resilient market

In an environment marked by easing inflation, the beauty market in the United States has shown remarkable resilience. L’Oréal has maintained its leading position with a portfolio of brands ranging from ultra-premium to accessible beauty, including American brands which account for half of the Group’s sales in the country.

In 2023, the Dermatological Beauty Division was the leader in its category, with growth more than double that of the dermo cosmetics mass market, thanks to CeraVe and La Roche-Posay. Skinbetter Science has now been fully integrated, creating the foundation for long-term global growth and a strengthened presence in the medical community. The Luxe Division continues to lead in fragrance through its couture brands Valentino, Prada and Yves Saint Laurent. Innovation in products and activations ensured high visibility and spending for the Consumer Products Division, notably in makeup. The Professional Products Division remains the US market leader across all channels, boosted by its SalonCentric platform.

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Disrupting the beauty market with breakthrough innovations

L’Oréal USA is well represented across all beauty categories, meeting the diversity of consumer needs and desires. In skincare, CeraVe’s new anti-acne cleanser has made a remarkable entry, boosted by consumer reviews and dermatologist recommendations. In makeup, Urban Decay’s Stay Naked Quickies, which feature an integrated brush for quick but long-lasting touch-ups, has been widely acclaimed on social networks. In hair colour, Redken launched its first ammonia-free hair colour to improve root coverage with Liquid Color Gels Oils. Haircare saw the launch of L’Oréal Paris Ever Pure Bond Repair — a routine to repair damaged hair, thanks to cutting-edge molecular technology.

L’Oréal’s pioneering Beauty Tech solutions also won significant industry recognition. At the 2023 Consumer Electronics Shows, L’Oréal received six awards for inclusive and personalized beauty innovations. These included HAPTA, the first smart makeup device designed for people with limited arm and/or hand mobility, which was also named in TIME’s 2023 Best Inventions list in the accessibility category.

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Connecting brands to powerful cultural events

L’Oréal USA teams were especially creative in collaborations that really resonate. High profile examples include the incredible social media engagement generated by the NYX Professional Makeup partnership with the Barbie movie, a Carol’s Daughter haircare collection linked to the release of Disney’s The Little Mermaid film and Maybelline New York featuring on Beauty Inc’s 2023 List of The Industry’s Most Powerful Brands. L’Oréal was also active in national events, from raising awareness of sun protection at the US Open to presenting innovations that meet the diversity of skin and hair needs at the Essence Festival of Culture. This featured the launch of the “Texture of Change”, a programme from L’Oréal’s Professional Products Division to promote access to education about textured hair.

An employee experience focused on people and their development

L’Oréal continued to strengthen its people-first management culture through a series of training and events. More than 3,000 managers across the United States participated in dedicated townhalls and seminars on practical skill-building. To maintain a leading edge in digital and marketing expertise, L’Oréal USA hosted its first-ever Marketers’ Summit.

In line with the Group’s vision of the future of work, L’Oréal USA continues to transform its working environments to create a consistent employee experience in attractive and collaborative surroundings.

Committed to people and the planet

L’Oréal was once again a key partner of the 15th Climate Week in New York, the world’s largest international summit dedicated to climate issues. Over 35 L’Oréal leaders contributed to more than 60 meetings, round tables and discussions with key stakeholders.

L’Oréal USA stepped up its social commitments, notably through the Group’s Inclusive Sourcing programme, working with over 3,000 suppliers to help more than 5,300 people access steady employment.

2023 marked the 25th anniversary of the L’Oréal UNESCO For Women in Science programme. Over the past 25 years, more than $5 million has been awarded to over 100 post-doctoral women scientists in the United States, helping to advance science and value the women who drive it forward.

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