L’Oréal Middle East has launched its multi-brand creator loyalty platform LOREALISTAR in the GCC.
The programme is designed to build authentic, long-term relationships between the L’Oréal Group’s brands and the region’s digital creator community. Open to creators with as few as 1,000 followers, the platform rewards genuine passion for our brands with exclusive access, upskilling, and visibility across L’Oréal’s brands.
The launch aims to tap into a highly engaged, youth-driven digital landscape, especially relevant to the GCC as its social media penetration rates is more than 90 per cent globally. The platform also aims to create a more centralised, community-driven experience with the group’s creator partners – transcending the relationship beyond transactional, to one that’s more meaningfully rewarding.
“The GCC is one of the most dynamic creator markets globally. With a vast majority of consumers in the region turning to social platforms for beauty discovery and peer recommendations, creators have become the trusted voices in their communities,” said Olfa Messaoudi, Chief Digital and Marketing Officer, L’Oréal Middle East.
“At the same time, creators are telling us they want more than transactional campaigns – they want to learn, grow, and build genuine, long-term relationships with brands. LOREALISTAR is our answer to that,” she added.
Therefore, LOREALISTAR is about building long-term relationships rather than one-off collaborations.
Through the platform, creators can connect with brands across the L’Oréal portfolio and access:
- Exclusive access to brand experiences, products and events that money can’t buy
- Professional development and upskilling tailored to the evolving creator landscape
- Visibility and amplification on official L’Oréal brand channels
- Networking opportunities within a growing community of creators and brand teams
This aims to offer creators the opportunity to connect and grow through exclusive experiences, networking and greater visibility across L’Oréal’s portfolio of beauty brands.
“Whether they’re just starting out or already building an established community, we want to help creators at different stages of their journey develop their skills and build lasting careers in the industry,” said Messaoudi.
Messaoudi also explained that the platform aims to nurture authenticity and in the long-run, champion the “incredible creative talent emerging across the GCC by opening doors to new opportunities, supporting creator growth and helping shape a more connected and vibrant beauty community in the region.”
“The most impactful beauty content is built on trust, authenticity and a real connection with audiences,” she said.
This is why the platform is open to creators with follower counts across the spectrum, including micro-creators with as few as 1,000 followers.
“Influence goes beyond follower counts. Some of the most trusted beauty communities are built by creators with smaller, highly connected and engaged audiences,” said Messaoudi.
“We know that some of the most creative and authentic voices in beauty are still in the early stages of their journey, and we don’t want talent to be defined by audience size alone. Creativity, authenticity and the ability to connect with an audience matter just as much.”
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How the LOREALISTAR platform is designed
LOREALISTAR is designed to be a way for creators to build an ongoing relationship with L’Oréal and its brands.
The programme is built around participation and engagement. The more creators interact with the platform, create content and engage with our brands, the more stars they earn, unlocking access to a growing range of rewards and experiences.
These rewards can include early access to products, invitations to exclusive events, educational opportunities, networking experiences and unique moments with our brands that aren’t available elsewhere.
“The idea is to recognise and reward creators who are actively engaged in the community while giving them opportunities to learn, connect and grow,” said Messaoudi.
Ultimately, LOREALISTAR aims to create a more rewarding experience for creators by bringing them closer to L’Oréal’s brands, its teams and a wider community of beauty enthusiasts.
“It’s a long-term approach built on engagement, recognition and shared passion for beauty,” Messaoudi explained.
Supporting the creator ecosystem
LOREALISTAR reflects L’Oréal Middle East’s growing focus on longer-term creator partnerships. Rather than focusing on one-off campaigns, the platform is designed to build more consistent relationships with creators over time.
This strategy aims to bring the group a more community-driven experience with its creator partners. The programme aims to go beyond individual campaigns and give creators more opportunities to engage with L’Oréal’s brands in meaningful ways.
Furthermore, while the programme does bring creators direct access to L’Oréal Middle East and its brands, Messaoudi said the group still values its agency partners who facilitate these partnerships.
“Agencies remain important partners in the creator ecosystem,” she said.
“They bring valuable strategic expertise, creative thinking and deep knowledge of the market. LOREALISTAR is not about replacing that role but rather complementing it by creating a dedicated space where creators can connect directly with our brands and access unique experiences.”
Tracking the business impact of LOREALISTAR
As the platform grows within the region, L’Oréal Middle East will tap into the platform for better insights into how creator communities engage with beauty content across different social media platforms, audiences and markets.
Messaoudi said the group’s immediate focus is to build a strong creator community within the platform, the success of which will be monitored through participation, engagement and the quality of the relationships it builds with creators.
Over time, the group will look at a broader set of metrics, from community growth and brand affinity to the impact creators have on commerce across its brands.
“Beauty discovery today is increasingly shaped by creators and their communities, and LOREALISTAR gives us an opportunity to better understand how those relationships influence engagement with our brands over time,” said Messaoudi.
“That said, LOREALISTAR was built with a long-term vision in mind. We don’t see community building and business outcomes as separate goals: we know that when creators feel genuinely connected to a brand and are given opportunities to grow alongside it, stronger affinity and influence on purchase naturally follow,” she added.
LOREALISTAR is open to creators living anywhere in the GCC. Creators across the UAE, Saudi Arabia, Kuwait, Qatar, Bahrain and Oman are eligible to join the programme. From beauty and wellness to lifestyle and fashion, LOREALISTAR welcomes any creator with an engaged community and a genuine passion for the L’Oréal universe — regardless of niche.
To join, creators must be at least 18 years old and have a minimum of 1,000 followers on at least one social media platform. Creators can sign up now at me.lorealistar.com.
