**Dubai**: L’Oréal highlighted its dedication to innovation, sustainability, and tech integration at the LEAP 2025 show. President Vismay Sharma discussed advancements, including AI-driven beauty solutions and eco-friendly practices, while showcasing initiatives like the Big Bang Beauty Tech Innovation Program aimed at fostering collaboration and tackling future challenges.
L’Oréal, the eminent global beauty company, has demonstrated its commitment to innovation and sustainability at the recent LEAP 2025 show. Engaging with industry experts and showcasing its pioneering advancements in beauty technology, L’Oréal’s participation was marked by a series of interactive exhibits and discussions led by Vismay Sharma, president of L’Oréal South Asia Pacific, Middle East and North Africa (SAPMENA).
Speaking to Gulf Business, Sharma elaborated on the historical roots of L’Oréal, which was established 116 years ago by scientist Eugène Schueller. He highlighted the current landscape of the company, noting that it employs over 4,000 scientists dedicated to developing patented molecules and embracing a digital transformation that seeks to integrate emerging technologies such as Web3, the Internet of Things, and artificial intelligence (AI) into the beauty realm.
Sharma indicated that L’Oréal’s participation in LEAP is strategically significant as it attracts cutting-edge technology leaders and provides attendees with the opportunity to explore over 20 innovations and diagnostic solutions that the company has developed. A notable feature of their showcase is the Big Bang Beauty Tech Innovation Program, aimed at fostering collaborations to tackle future challenges. Last year’s programme engaged 1,000 startups, with 600 from the Middle East, and the winners are currently involved in pilot projects with L’Oréal, with the programme slated for expansion and a grand finale scheduled in Singapore in November.
Central to L’Oréal’s initiatives is the intersection of technology and sustainability. Sharma addressed concerns about the impact of technology on employment, asserting that L’Oréal views it as a “force for good” that can enhance lives and drive sustainability. L’Oréal is implementing AI-driven solutions such as virtual beauty advisors for personalised recommendations and launching innovative products like the HAPTA makeup applicator, tailored for individuals with limited motor skills. Another recent advancement includes the AirLight Pro hair dryer, which utilises infrared technology, promoting both hair health and reduced energy consumption.
Sustainability is entrenched in L’Oréal’s operations, spanning ingredient sourcing to packaging design. The company has initiated the “L’Oréal for the Future” programme, establishing environmental and social goals. Key components of this strategy include utilising 100 per cent renewable energy across all sites by 2023, ensuring all packaging is recyclable or compostable, and investing in responsible ingredient sourcing. Efforts are also directed towards reducing water consumption in salons through technological innovations.
Sharma pointed out that educating consumers about sustainability, particularly in the SAPMENA region where sensitivity to these issues may be less pronounced, is a critical aspect of their strategy. He noted that the onus is on companies like L’Oréal to empower consumers to make environmentally conscious choices.
The company boasts a presence across various beauty categories, including skincare, haircare, and makeup, with a significant market share in dermatological products via its brand La Roche-Posay. The beauty market in the region is expanding at nearly 15 per cent, with increasing demand for sophisticated, tech-driven solutions, largely fueled by e-commerce.
As for consumer trends, Sharma remarked on the youthful demographics of the SAPMENA region, where 40 per cent of the global population resides, most of whom are under the age of 27. This youth demographic is tech-savvy and quick to adopt new technologies, which is evident in the rapid growth of digital platforms and their influence on purchasing behaviour.
In discussing men’s grooming trends, Sharma noted a cultural shift where men have become increasingly aware of their skincare needs, driven by social media and a growing acceptance of grooming routines. The establishment of brands like Garnier Men in India exemplifies this evolving market.
L’Oréal’s growth strategy involves creating hyper-localised products and campaigns tailored to cultural events, such as Ramadan and Diwali, and leveraging insights from various markets to enhance their regional strategy.
Sharma concluded by reaffirming L’Oréal’s commitment to innovation, sustainable practices, and social initiatives like the “Beauty for a Better Life” programme, which aims to empower economically disadvantaged women through beauty skills and job placement. With a forward-looking perspective, he envisions a beauty industry increasingly defined by technological integration and inclusive practices, with L’Oréal positioned to lead this transformation.
Source: Noah Wire Services
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