L’Oréal Middle Eastcelebrates 25 Years Of Beauty And Innovation In The Region
Celebrating 25 years in the region, L’Oréal, the world leader of beauty, reaffirms its dedication to catalyzing change in the region’s beauty industry and making a positive impact on its communities.
L’Oréal was first introduced to the Middle East in the 1960s, through local distribution partners streamlining the sale of its products. In 1998, L’Oréal recognized the vast potential of the beauty market in the region and opened its regional office to establish a presence closer to its consumers. The Group reinforced its regional presence by opening L’Oréal Saudi Arabia in 2011, followed by L’OréalUAE in 2017.
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 programs and forging collaborations that will foster social change and influence the future of beauty in the region.
Over the past 25 years, L’Oréal Middle East has expanded from 11 employees to over 500, representing 54 nationalities – demonstrating its role in job creation and community development. Today, the Group operates in over 10 countries and distributes 31 brands to 140 million consumers in the region.
As part of its effort towards both social impact and economic development in the region, L’OréalMiddle East has launched targeted programs and initiatives addressing unique challenges within regional communities.
Climate Change
With its “L’Oréal for the Future” program, the L’Oréal Group has embarked on a journey to transform its business into a model that respects planetary boundaries, a step that is crucial in the fight against climate change and the preservation of natural resources. In 2023, these efforts were recognized for the 8th year in a row with a “Triple A” grade awarded by CDP (Carbon Disclosure Project) organization.
Keeping in line with the Group’s sustainability efforts, L’Oréal Middle East took a significant step during the same year and transitioned its offices to renewable energy and obtained the International REC Standard certification.
Along with its long-standing partner Mohebi Logistics, one of the leading retails logistics companies in the UAE, L’Oréal Middle East launched its first fleet of electric vehicles to serve the UAE market. This initiative will help reduce the greenhouse gas emissions linked to the transport of L’Oréal’s products in the region. Moreover, another remarkable regional partnership with Aramex was forged that led to the adoption of biodiesel fuels, resulting in a 4.4% decrease in carbon emissions for the company’s cross-border activities.
Garnier, under L’Oréal’s portfolio, has recycled 340 tons of waste in Saudi Arabia, resulting in the conservation of 2.3 million gallons of water and 1.9 million Kilowatt-hours of energy.
Women Empowerment
L’Oréalhas always championed the cause of women empowerment, aiming to expand opportunities for women in the beauty industry, scientific fields as well as underprivileged communities while equipping them with the tools to amplify their voices. Till date, L’Oréal Middle East has impacted the lives of 25,000 women in the region.
Building on the long-standing initiatives in the region, L’OréalMiddle East announced itlatest 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.
L’OréalMiddle East has also launched the L’OréalHairdressing Academy in Riyadh and Dammam, aiming to upskill women and integrate them into the Saudi workforce, while also raising the standards of the hairdressing industry in the Kingdom. The program has resulted in a 70% employment rate in local salons.
Over the past decade, the flagship program, L’Oréal-UNESCO For Women in Science Middle Eastprograminvested AED 3.4 million in endowments to support 51 female Arab scientists, with nine gaining global acclaim. The program has furthered the fight for gender equality in science and succeeded in championing the power of female Arab scientists by putting their outstanding research on the world map of scientific innovation.
To address the prevalent issue of street harassment, L’OréalParis introduced ‘Stand Up Against Street Harassment’ program in the region where it has trained more than 11,000 individuals to combat gender-based violence.
Pioneering Change with Beauty Tech & Innovation
At the core of the L’Oréal’sstrategy lies innovation, driving forward groundbreaking solutions to address the diverse range of consumer needs, beauty challenges, and environmental issues.
As part of the L’Oréal’s commitment to tackle environmental issues, the Group has acquired the Swiss startup Gjosa, with an aim to reduce salon water usage by 69%. 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’OréalTechQuest program. Launched in 2024, in partnership with AstroLabs, the program empowers homegrown startups in the UAE and Saudi Arabia to develop meaningful and innovative beauty technology. The program showcases the vital role of SMEs in driving the region’s economy through innovation, while accelerating the government’s efforts towards enhancing the competitiveness of the market.
Furthermore, the Group’s continuous development of diagnostic tools underscores its forward-thinking approach to addressing beauty challenges with technology-driven solutions. Its AirLight Pro, which will be launched later this year in the region, can dry hair 30% faster and significantly reduces heat damage and energy consumption, ensuring healthier and more efficient haircare routine.
Laurent Duffier, Managing Director at L’Oréal Middle East said: “As we commemorate 25 years of L’OréalMiddle 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.”
