L’Oréal in the United States

L’Oréal USA continues to strengthen its No. 1 position in a market driven by a desire for premium and personalized beauty products. Capitalizing on a trusted brand portfolio, cutting-edge innovations and operational agility, the Group is demonstrating the success of its business strategy and its role as a responsible leader, through climate actions and social change initiatives.

David Greenberg

President, North America Zone & Chief Executive Officer L'Oréal USA
Our teams are passionate about finding new ways to bring beauty for each, thanks to a long-term commitment to innovation and memorable consumer experiences. We are investing in the potential of our brands to shape the future of beauty and meet the diversity of demand from all consumers.
  • No. 1

    Haircare + styling manufacturer
    No. 1

    Haircare + styling manufacturer
  • No. 1

    luxury fragrance player
    No. 1

    luxury fragrance player
  • 6%

    reduction in carbon emissions for transport of finished goods
    6%

    reduction in carbon emissions for transport of finished goods

At the forefront of beauty innovation

L’Oréal achieved a balanced growth dynamic in a beauty market still outpacing pre-pandemic growth. Innovation supported this success, as showcased by our keynote speech at the Consumer Electronics Show highlighting unique launches such as AirLight Pro – a next-generation hairdryer, Beauty Genius – a Gen AI-powered personal beauty assistant, and Colorsonic, a smart device that delivers salon-quality hair colour at home.

Luxe remains the fragrance leader, widening its competitive edge with iconic men’s and women’s fragrances from Yves Saint Laurent and Valentino including the launch of Born in Roma Green Stravaganza, plus new fragrances like Ralph Lauren’s Polo67, capturing a younger and larger audience. L’Oréal became the US No. 1 Haircare plus Styling manufacturer, powered by innovations like Hyaluron Pure hair treatment and Ever Pure Bond Repair from L’Oréal Paris, Redken Acidic Bond Concentrate, and the new Kérastase Première range. Within the Consumer Products Division, NYX Professional Makeup saw explosive growth driven by lip, including Duck Plump and Fat Oil Gloss launches. In Dermatological Beauty, our brands continue to dominate in their categories. SkinCeuticals and Skinbetter Science are the top two brands in the aesthetics market and CeraVe No. 1 in dermocosmetics. La Roche-Posay  broke new records as the fastest growing brand of the top nine brands, driven by strong pillars such as Toleriane and Anthélios, as well as the breakthrough Mela B3 serum innovation.

Further leveraging our data expertise

L’Oréal’s proprietary data and advanced analytics are integral to maximizing our marketing efficiency and unlocking sales growth. In an increasingly omnichannel landscape with more touchpoints than ever before, our data-driven approach not only allows us to navigate this complexity but also tailor activations to drive more meaningful results. Fuelled by strategic partnerships and granular shopper insights, we are able to leverage our proprietary data and that of our partners, in compliance with all applicable laws and regulations, to optimize our spending, target the right consumers at the right time with the right message, and improve forecasting and operational efficiency.

Reinventing our connection with consumers

Luxe expanded its online presence with Amazon prestige beauty, adding Kiehl’s, Youth to the People and Viktor & Rolf, bringing the total to nine Luxe brands delivering substantial revenue growth. All our Luxe makeup brands ranked in the top 10.

Creative campaigns and activations throughout the year generated significant impact and engagement. CeraVe, building on its medutainment approach, innovated with a Super Bowl ad in partnership with actor  Michael Cera, dermatologists and TikTok’s biggest stars, winning multiple awards and a place in the Times Best Brands 2024. Strategic partnerships with sports, athletics and gaming also connected strongly with consumers: La Roche-Posay continued its bold activations as an official sunscreen partner for the US Open, and NYX Professional Makeup entered the women’s professional soccer space with its partnership with the Los Angeles Angel City FC. Dark & Lovely worked with The Sims to celebrate black and African American beauty and expression in gaming and was named by global media brand Ad Age as a Breakout Brand for 2024.

Engaging for climate action and social change

The Group demonstrated its commitment to climate action at Climate Week New York City, highlighting how scientific innovation and business can drive meaningful change. L’Oréal USA is supporting 36 of its strategic suppliers to follow a climate transition education program as part of a cross-industry collaboration that will help advance the decarbonisation of our supply chain.

We have invested in Cradle-to-Cradle product certification since 2017, partnering with Amazon in its Climate Pledge Friendly program to enable consumers to easily find and purchase sustainable products. This platform allows L’Oréal to highlight our commitment to ensuring 100% of new or renovated products have an improved environmental and social profile.

The Professional Products Division has championed hair inclusivity since 2021, introducing a free textured haircare curriculum for beauty schools. This year, thanks to the advocacy efforts of L’Oréal USA and the Texture Education Collective (TEC) that it co-founded, California became the fourth US state to pass legislation mandating textured hair education in cosmetology licensing, paving the way for all consumers to experience a more inclusive beauty experience.

Maybelline New York has created a global partnership with the WHO Foundation to increase access to mental health services. As part of its Brave Together programme, Maybelline New York has set a goal of helping 10 million people access one-on-one mental health support and has pledged to donate $20 million to this cause by 2030.

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