{"id":21451,"date":"2026-05-23T09:04:32","date_gmt":"2026-05-23T09:04:32","guid":{"rendered":"https:\/\/www.europesays.com\/france\/21451\/"},"modified":"2026-05-23T09:04:32","modified_gmt":"2026-05-23T09:04:32","slug":"with-new-beauty-launches-loreal-paris-plans-to-stay-on-top","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/france\/21451\/","title":{"rendered":"With New Beauty Launches, L’Or\u00e9al Paris Plans to Stay on Top"},"content":{"rendered":"

\n\tL\u2019Or\u00e9al Paris<\/a> may be at the top of its game, but it\u2019s entering 2026 in growth mode nonetheless. <\/p>\n

\n\tThe brand, which ranks number-one in beauty globally and is owned by the industry\u2019s largest conglomerate \u2014 L\u2019Or\u00e9al \u2014 was the top share gainer in U.S. mass hair care<\/a> in 2025, according to NielsenIQ data provided by the brand, as well as a top-two makeup share gainer in the U.S. during the same period, according to Circana.<\/p>\n

\n\tThis year, it\u2019s looking to continue the momentum.<\/p>\n

\n\t\u201cTwenty twenty-five was one of our most successful years of the last five, if not 10 years,\u201d said Laura Branik, president of L\u2019Or\u00e9al Paris USA. \u201cAnd that\u2019s both in the consumer feedback we\u2019ve gotten, as well as the sales data.\u201d<\/p>\n

\n\tShe credits this acceleration to the brand\u2019s twofold focus on innovative launches that \u201csolve consumer pain points in a unique way,\u201d as well as doubling down on longtime heroes like the Telescopic Mascara, which \u201ccontinues to be strong and gain a new following.\u201d The brand\u2019s Infallible 3-second Setting Mist, Branik said, is also a global top-seller. <\/p>\n

\n\tThe brand is kicking off 2026 with no less than 20 launches across hair, skin care and makeup. Among them: an \u201cage-defying\u201d Serum Le Duo facial serum featuring two formulas in one bottle; a Revitalift eye bag eraser, which aims to instantly reduce the look of eye bags and can be applied directly to the skin or over makeup; new at-home hair dyes, and three hair care<\/a> additions to its EverPure line.<\/p>\n

\t\t\t\t\t\t\"Serum<\/p>\n

\t\t\t\t\tSerum Le Duo, $36.99.<\/p>\n

\t\t\t\t\t\t\t\t\tCOurtesy<\/p>\n

\n\tIn makeup, L\u2019Or\u00e9al Paris is rolling out skin care-infused lip tints; blurring lip liners and lipsticks; an Extensionist mascara, and Lumi Bronze Soleil cream bronzer sticks, among other products. Prices range from $10.99 for the Colour Riche Blurred Matte Lipsticks to $15.99 for the Extensionist mascara. <\/p>\n

\n\tRetail distribution across the newness varies: the Lip Contours will be exclusive to Ulta Beauty when they roll out Jan. 19, while Serum Le Duo is already available exclusively at Walmart. The Extensionist mascara, meanwhile, launched on TikTok Shop first before then rolling out to Ulta, Target and Amazon. <\/p>\n

\t\t\t\t\t\t\"L'Or\u00e9al<\/p>\n

\t\t\t\t\tL\u2019Or\u00e9al Paris Hyaluron Tint Lip Stain Serums, $13.99.<\/p>\n

\t\t\t\t\t\t\t\t\tDorian Huet<\/p>\n

\n\t\u201cWe\u2019re historically extremely strong in mascara and foundation, so those remain a priority for us, but at the same time, we have much growth leeway in lip, for example, so we\u2019re very excited about the Lip Contours, which are easy to use and come in wearable shades, as well as the lip tints,\u201d Branik said. <\/p>\n

\n\tAs far as retail channels go, diversification and embracing social commerce have been key. <\/p>\n

\n\t\u201cTikTok Shop<\/a> offers a very fun, modern shopping experience in itself but it also serves as a strategic vehicle to accelerate awareness in the broader market,\u201d said Branik of the growing platform, where L\u2019Or\u00e9al Paris USA has sold more than 664,000 products to date.<\/p>\n

\n\tEven beyond TikTok Shop, though, L\u2019Or\u00e9al Paris has seen meaningful growth across social platforms. Data from CreatorIQ shows that in 2025 the brand rose from being the 10th-largest beauty brand by social media engagement and reach, to the number-one brand, growing 57 percent in earned media value and beating out firms like Huda Beauty and Rare Beauty<\/a>, which ranked second and third by EMV totals for the year, respectively.<\/p>\n

\t\t\t\t\t\t\"The<\/p>\n

\t\t\t\t\tThe L\u2019Or\u00e9al Paris Revitalift Eyebag Instant Eraser, which taps a gel-to-tape technology to visibly reduce the appearance of eye bags. <\/p>\n

\n\tThe brand\u2019s fastest-growing customer and its most loyal customer, Branik said, is the \u201cMillennial-and-up\u201d group, which L\u2019Or\u00e9al Paris makes a conscious effort to represent via its influencer outreach and through its \u201cWomen of Worth\u201d mentorship and grant program, which celebrated its 20th anniversary last year. <\/p>\n

\n\t\u201cWe see there is a need to speak to the 40-plus consumer in a very straightforward way, with very straightforward products that give her a routine that works but is pragmatic \u2014 we want to be that brand for her,\u201d said Branik. <\/p>\n

\n\tL\u2019Or\u00e9al Paris\u2019 hair care business is \u201cquite young\u201d by comparison, with Gen Z gravitating to products like the Elvive line, which taps skin care ingredients including glycolic acid and is fronted by 18-year-old \u201cBarbie\u201d star Ariana Greenblatt.<\/p>\n

\n\tPriorities for 2026 include continuing to boost the strength of the L\u2019Or\u00e9al Paris makeup business, which is the brand\u2019s biggest category, as well as accelerating in hair and skin care.<\/p>\n

\n\t\u201cWe have some products in skin care that are very successful, like the Midnight Cream and Revitalift Triple Power Moisturizer, so we\u2019re thinking about how we can build on those and expand our footprint in skin care,\u201d said Branik, adding that L\u2019Or\u00e9al Paris just added a fragrance-free version of the Midnight Cream, per consumer request. \u201cListening to consumers and seeing how we can innovate on existing products and add to our portfolio what is missing is very important.\u201d <\/p>\n","protected":false},"excerpt":{"rendered":"L\u2019Or\u00e9al Paris may be at the top of its game, but it\u2019s entering 2026 in growth mode nonetheless.…\n","protected":false},"author":2,"featured_media":21452,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12905],"tags":[10369,7404,1580,16025,7406],"class_list":["post-21451","post","type-post","status-publish","format-standard","has-post-thumbnail","category-loreal","tag-cosmetics","tag-hair-care","tag-loreal","tag-launch","tag-skincare"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts\/21451","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/comments?post=21451"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts\/21451\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/media\/21452"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/media?parent=21451"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/categories?post=21451"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/tags?post=21451"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}