L’Oréal Middle East celebrates 25 Years in the region

As L’Oréal marks its 25th anniversary in the region, the global beauty leader reaffirms its commitment to driving transformation in the local beauty sector and making a positive impact on its communities. 

Since L’Oréal’s inception in the Middle East, the Group has focused on developing the beauty industry while launching purpose-led initiatives on sustainability, women’s empowerment, youth employability, and innovation. 

It aims to continue creating new programmes and forging collaborations that will foster social change and influence the future of beauty in the region.

With a portfolio of 31 brands and a network of long-term partners the brand serves 10 countries and approximately 140M consumers.

New partnerships involve women empowerment initiative with the Himayah Organisation in Saudi Arabia, and L’Oréal TechQuest program for GCC startups focused on Beauty Tech.

Climate Change

With its “L’Oréal for the Future” programme, the group has embarked on a journey to transform its business into a model that respects boundaries, a step that is crucial in the fight against climate change and the preservation of natural resources. 

The brand transitioned its offices to renewable energy and obtained the International REC Standard certification. 

Along with its long-standing partner Mohebi Logistics, the brand launched its first fleet of electric vehicles to serve the region. This initiative will help reduce the greenhouse gas emissions linked to the transport of L’Oréal’s products in the region.

Women Empowerment

L’Oréal Middle East announced its latest partnership with the Himayah Organization in Saudi Arabia, to support its ‘Safe Homes’ initiative to help more than 600 beneficiaries access skill training, psychological safety and preparation for employment. 

The brand also launched the L’Oréal Hairdressing Academy in Riyadh and Dammam, aiming to up skill women and integrate them into the Saudi workforce, while also raising the standards of the hairdressing industry in the Kingdom. The programme has resulted in a 70 per cent employment rate in local salons.

Beauty Tech & Innovation 

As part of the brand’s commitment to tackle environmental issues, the Group has acquired the Swiss startup Gjosa, with an aim to reduce salon water usage by 69 per cent. Set to launch in the region, this initiative will target 500 salons per year, resulting in approximately 35 million gallons of water being saved every year. 

L’Oréal Middle East has several transformative partnerships, such as the L’Oréal TechQuest program. Launched in 2024, in partnership with AstroLabs, the programme helps homegrown startups in the UAE and Saudi Arabia to develop meaningful and innovative beauty technology.

Laurent Duffier, Managing Director at L’Oréal Middle East said: “As we commemorate 25 years of L’Oréal Middle East, we celebrate our legacy as a pioneering force in the beauty industry. From creating inspiring beauty products to reducing our carbon footprint and empowering women, our purpose remains unchanged – to create beauty that moves the world and the Middle East.

“Our journey in the region has been marked by a dedication to empowering communities and women, addressing climate change, and driving technological advancement in the beauty industry. We are immensely grateful for the unwavering support of our consumers, partners, and the community, which has made our endeavors a success and has propelled us to this incredible milestone. We are very excited to continue shaping the region’s beauty landscape through sustainability and innovation.”