Professional Products

The premium haircare market continued its steady growth in 2024. Consumers are increasingly looking for professional solutions that offer superior performance, adding masks, serums and oils to their haircare routines. With its powerful brand portfolio, the Professional Products Division is ideally placed to cover all haircare needs at all price points.

The Division is pursuing its strategy of disruptive innovation with the launch of new hair repair ranges – Première by Kérastase and Absolut Repair Molecular by L’Oréal Professionnel. These innovations complement our stellar range of premium haircare, including Metal Detox by L’Oréal Professionnel, Genesis by Kérastase and Acidic Bonding Concentrate by Redken. All these products benefit from the power of L’Oréal Research & Innovation’s cutting-edge scientific breakthroughs.

In addition to formulas, each innovation comes in new, more eco-designed packaging, such as the latest refillable bottle for Kérastase’s Élixir Ultime oil. Social media and advocacy are also enabling the Division to reach a wider range of new consumers through partnerships with new ambassadors: Sydney Sweeney and Jang Won-young for Kérastase, Sabrina Carpenter for Redken.

The Professional Products Division is accelerating its transformation of the professional beauty industry. Through its omnichannel strategy, the Division is multiplying its points of contact with consumers and strengthening its presence in salons, e-commerce and selective distribution, particularly in chains such as Douglas and Sephora. This enables it to win new customers, rejuvenate its consumer base and showcase its brands.

At the same time, the Division has built a powerful digital ecosystem for hairstylists. Its online service platforms have become everyday tools: hairstylists can place orders easily on the L’Oréal Partner Shop or the SalonCentric.com platform, or take training courses on the L’Oréal Access online academy. The Division interacts with more than half of the world’s hairstylists through its digital ecosystem.

We are also continuing our commitment to sustainability through the “Hairstylists for the Future” programme, based on three important pillars: water conservation, waste recycling and renewable energy.

The Professional Products Division continues to grow in its three key regions: Europe, the United States and North Asia. It is also stepping up the pace in new growth markets such as Brazil, Mexico and the Gulf States.

Everywhere, premiumisation has become a key feature of haircare. This trend is increasing in salons, where consumers are looking for an exceptional haircare experience. Kérastase in-salon treatments are the perfect answer to this desire: offering a memorable wellbeing experience for consumers, from diagnostics to personalised professional routines.

Brazil is a true barometer of global trends thanks to its hair diversity, and the Division is extending its footprint there. To meet the specific needs of its population (70% of Brazilians have curly hair), L’Oréal offers a comprehensive range and invests in training for hairstylists. In ten years, more than 30,000 professionals have been trained in seven local institutes. In the Gulf countries, women are drawn to Kérastase, and especially its star product, Élixir Ultime.

Developed in partnership with Chinese technology startup Zuvi, L’Oréal Professionnel’s AirLight Pro promises to dry hair without drying it out, maintaining moisture for all hair types. Unlike traditional hairdryers that rely solely on heating elements that heat the surrounding air, the infrared light technology of AirLight Pro takes its inspiration from nature: it targets water molecules directly, reproducing natural evaporation at an accelerated rate and reducing the time hair is exposed to heat. AirLight Pro makes drying hair damage-free. And because it is faster, it also has less impact on the environment: reducing drying time saves up to 14% energy.

The multi-award winning AirLight Pro heralds a new era for the Division in the premium professional tools segment.