Luxe

Fine fragrance is experiencing unprecedented growth. In this highly dynamic category, the Luxe Division continues to disrupt and elevate, delivering spectacular results and affirming its leadership position. This success is deeply rooted in our unique culture, which we call “la Culture de l’Écart” : a constant quest to think differently, find the twist, the extraordinary, in everything we do, and always surprise our consumers.

Our diverse portfolio – from lifestyle scents to couture creations and super premium collections – fulfils all fragrance aspirations of luxury consumers. These include bestselling feminine and masculine blockbusters such as Yves Saint Laurent’s Libre and MYSLF, Prada Paradoxe, Valentino’s Born in Roma Donna and Uomo and Azzaro Wanted. In addition, the Division offers a super-luxury approach with the exquisite sensory universe of Aēsop and exclusive collections from Maison Margiela, Valentino Anatomy of Dreams, Armani Privé and Lancôme Absolue Les Parfums. All our iconic fragrances are the result of our proven savoir-faire, harmoniously integrating scent composition, bottle design and highly aspirational storytelling.

L’Oréal preserves the French fragrance heritage, crafted by our olfactory experts and produced in our Aulnay-sous-Bois and Gauchy facilities in France, continuously innovating to create unforgettable bottles and olfactive creations. Thanks to our partnership with Cosmo International Fragrances, we used the slow, waterless and low-energy extraction process Osmobloom to obtain the tuberose extract in Valentino’s Private Talk juice, part of the Anatomy of Dreams collection.

L’Oréal Luxe excels in translating the DNA of couture houses into beauty products and experiences, showcasing brands with exponential potential. From Yves Saint Laurent’s rock, cutting-edge energy to Valentino’s refined stud detailing and the elegant textures of Armani, each brand expresses its unique identity through distinct beauty codes, highlighted in the science of our formulas, packaging design and consumer experience excellence.

In the dynamic luxury makeup category, the Division has fuelled consumer desirability through powerful launches such as Loveshine by Yves Saint Laurent that has accelerated the brand’s growth worldwide, while remaining the No. 1 makeup brand in China. Prada and Valentino continue to make consumers dream with their innovative creativity, superb colour palettes and sophisticated packaging. Couture skincare products have also demonstrated how L’Oreal Luxe combines state-of-the-art science with the aspirational appeal of our couture brands, using high-quality ingredients linked to our brand universes, like Moroccan saffron in Yves Saint Laurent’s Or Rouge or Reviscentalis in Armani’s Crema Nera.

The luxury beauty experience is enhanced by each consumer touchpoint. From retail spaces to social media and pop-up stores, every interaction tells a story, immersing the consumer in the brand’s memorable universe. Our expertise in couture brands is confirmed by the trust Miu Miu has placed in L’Oréal in granting us its licence, following the success of Prada Beauty.

An omnichannel strategy is central to how L’Oréal Luxe brings consumers exceptional products and memorable experiences. From beauty advisors to online services, every interaction along the customer journey aims to fulfil consumer aspirations and build lasting relationships that strengthen consumer engagement and loyalty.

Aēsop’s boutiques, with their unique concept and design, are conceived as cultural destinations, where the poetry of the surroundings weaves an emotional connection with consumers. In 2024, the brand opened 42 new doors globally, including 13 in China, and this dynamic expansion will continue in 2025.

The unique relationship with consumers is also cultivated online through tailormade strategic partnerships. The exclusive launch of Lancôme’s La Vie Est Belle Rose Extraordinaire and Kiehl’s introduction to the Amazon Premium Beauty Store in the US confirm this winning strategy. Kiehl’s ranked third in luxury skincare on the platform and has won over a wider male audience – a complement to its direct-to-consumer approach.

Social commerce, especially in China, has become a key lever for engaging young consumers. With aspirational content and carefully chosen influencer collaborations, Yves Saint Laurent has achieved remarkable success, ranking No. 1 in makeup and No. 5 in fragrances in the luxury segment.

The essence of luxury is to create beautiful objects that are made to last. L’Oréal Luxe is reinventing the codes of luxury beauty through innovative, desirable and more sustainable products. We rigorously measure the environmental impact of our new launches and renovated products throughout their lifecycle and encourage consumers to adopt more responsible consumption.

The Division is advancing the development of refillable products in fragrance, skincare and makeup, constantly increasing the visibility of refills all along the consumer journey – in advertising, on e-commerce platforms and in-store with multi-brand fragrance refill fountains. We are also accelerating on developing refills across our best-selling products such as Lancôme La Vie Est Belle, Yves Saint Laurent Libre, Prada Paradoxe, Lancôme Génifique Ultimate Serum and Kiehl’s Ultra Facial Cream. By leveraging the aspirational power of our brands and the influence of ambassadors like Emma Watson for Prada, Austin Butler and Dua Lipa for Yves Saint Laurent we are making refills “the new normal”.