**Saudi Arabia**: L’Oréal highlights its commitment to innovation and sustainability at LEAP 2025, showcasing advancements in beauty tech and its significant role in the MENA region. President Vismay Sharma discusses the integration of AI, sustainable practices, and community engagement in the beauty industry’s future.
L’Oréal, the global leader in the beauty industry, is showcasing its commitment to innovation and sustainability during its participation at LEAP 2025. The event, held in Saudi Arabia, provided a platform for L’Oréal to highlight its advancements in “beauty tech” and sustainable practices, as well as its growing role in the Middle East and North Africa (MENA) region.
In an interview, Vismay Sharma, President of L’Oréal South Asia Pacific, Middle East and North Africa (SAPMENA), reflected on the company’s strategy and vision. He noted that science, innovation, and technology form the backbone of L’Oréal’s operations, a philosophy rooted in its founding by scientist Eugène Schueller 116 years ago. Sharma emphasised the company’s commitment to leveraging emerging technologies such as artificial intelligence (AI) and Web3 to enhance consumer experiences and drive sustainability.
“We have more than 8,000 digital and data experts who are pushing the boundaries of technology,” Sharma stated, adding that visitors to LEAP had the opportunity to connect with L’Oréal’s experts and explore over 20 innovations and diagnostic tools. Among these was the Big Bang Beauty Tech Innovation Program, which aims to foster partnerships with startups to address pressing industry challenges.
A key aspect of L’Oréal’s approach is the intersection of technology and sustainability. Sharma pointed out that technology is viewed not as a threat to jobs, but rather as a tool to enhance quality of life and address global challenges. AI is utilised for virtual beauty advisors that offer personalised product recommendations, while innovations like the HAPTA makeup applicator assist individuals with limited motor skills. Furthermore, products such as the AirLight Pro hair dryer highlight L’Oréal’s focus on reducing energy consumption through advanced technology.
Sustainability stands as a non-negotiable priority for L’Oréal, influencing every facet of its operations. With the launch of the ‘L’Oréal for the Future’ programme at the beginning of this decade, the company has set forth ambitious environmental and social goals, focusing on reducing its operational footprint, engaging its extended ecosystem, and tackling global challenges such as climate change and water stress. Sharma noted, “By 2025, we committed to using 100 per cent renewable energy across all our sites, and we achieved this milestone by 2023.”
In addition to operational sustainability, L’Oréal is dedicated to educating consumers in the region about the importance of sustainable practices. Given the varying sensitivity toward sustainability issues across different regions, Sharma highlighted their efforts to empower consumers to make environmentally friendly choices.
Within the beauty sector, L’Oréal operates across diverse categories including skincare, haircare, hair colour, fragrance, and makeup, leveraging its strong positions in most areas. Skincare remains the largest segment, with brands like La Roche-Posay leading in dermatological beauty. The beauty market in the MENA region is currently growing at nearly 15 per cent, with tech-savvy consumers increasingly seeking sophisticated products, and e-commerce enhancing product accessibility.
The male beauty and skincare market has also evolved significantly, with greater awareness and adoption of grooming products among men. L’Oréal has launched initiatives such as Garnier Men in India to cater to this growing segment.
Sharma discussed L’Oréal’s strategy to drive growth within the region, particularly by aligning products and campaigns with key cultural events like Ramadan and Diwali. This involves creating tailored content that resonates with diverse consumer preferences across different festivities.
In conclusion, the future of the beauty industry, according to L’Oréal, is set to be increasingly shaped by technology, with AI and sustainable innovations paving the way for more inclusive and responsible beauty solutions. As the company looks ahead, it remains committed to maintaining its leadership and positively impacting the communities it serves through various initiatives, including the ‘Beauty for a Better Life’ programme aimed at empowering women through skill training and employment opportunities.
The interview encapsulates L’Oréal’s ongoing journey as it strives to refine the beauty experience through technology, sustainable practices, and community engagement, solidifying its role as a key player in the evolving landscape of the beauty industry.
Source: Noah Wire Services
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