L’Oréal Paris’s Path to €10 Billion

Reported by Vogue.

L'Oréal Paris already sits at over €7 billion in annual revenue. The target is €10 billion. And the woman tasked with closing that gap is Laetitia Toupet, who stepped into the global brand president role in July 2025 with a reputation built on exactly this kind of ascent — she previously helmed La Roche-Posay and shepherded it past the €1 billion milestone. L'Oréal Paris is a considerably bigger machine, but the ambition is the same: deliberate, strategic, and unapologetic about scale.

According to Vogue, the brand posted mid-single-digit growth in 2025 — a deceleration from the 9% it logged in 2024, with haircare and makeup doing the heavy lifting. The competitive pressure is real: indie brands are eating into the US youth market, Chinese labels are positioning themselves as credible alternatives, and K-beauty is nowhere near its peak. Toupet isn't pretending the road is clear. She's mapping it anyway.

Science, Skin, and the GLP-1 Moment

Skincare is the acknowledged weak point, and Toupet's dermatological background is the not-so-subtle signal of where the brand intends to grow. The newly launched Glass Skin range — inspired by Asian formulations, built on L'Oréal Group's Seoul R&D center — helped the brand return to growth in China after a rough prior year. "Being very strong in Asia gives us a competitive edge by allowing us to innovate much faster," Toupet says. Equity analyst Pierre Tegnér of Oddo BHF frames the challenge clearly: mass brands like L'Oréal Paris need to carve out territory between derm and luxury while keeping pace with K-beauty's momentum. The strategy, per Toupet: use science to deliver results that are visible, not just promised. The brand is also moving into GLP-1 territory — directly addressing the hair thinning and skin sagging associated with weight-loss treatments through its Elseve and Revitalift ranges. It's a smart, unsentimental read on where women actually are right now.

On the cultural side, the Cannes Film Festival remains the brand's biggest stage — 29 years as an official partner, and this year the facade of the Hôtel Martinez was covered wall-to-wall with ambassadors: Jane Fonda, Eva Longoria, Gong Li, Viola Davis. The 2025 festival generated a potential reach of 20 billion social and press impressions and an ad value of €325 million. It's not just prestige dressing — every red carpet look links directly to a "get the look" product breakdown, funneling festival heat straight to e-commerce. Fonda, 88 and celebrating her 20th year with the brand, opened the festival alongside Gong Li, who hit 30 years. "Why do they want me? I'm not a model," Fonda says. That's exactly the point.

The men's category is next. Formula 1 drivers Charles Leclerc and Carlos Sainz are now brand ambassadors, anchoring a push into Men Expert skincare that Toupet describes as a full recruitment strategy — meeting a market that's already moving toward self-care and accelerating it. The €10 billion number stops sounding like a stretch when you see the full picture: skincare science, cultural dominance, category expansion, and a brand that's been telling women they're worth it long enough to finally mean something by it.

L'Oréal Paris isn't chasing relevance — it's engineering it, one category gap at a time.

Read the original at Vogue.