L'Oréal Consumer Products

Corporate brand

L'Oréal's global mass-market and accessible-premium beauty division, built around L'Oréal Paris, Garnier, Maybelline New York and NYX Professional Makeup.

Last updated October 14, 2026

Overview

L'Oréal Consumer Products is the consumer-facing division of L'Oréal S.A., the French beauty group founded by Eugène Schueller. It is not a separately incorporated company or a single standalone product brand; rather, it is one of L'Oréal's principal operating divisions and houses many of the group's largest mass-market and accessible-premium beauty brands. Its portfolio has included L'Oréal Paris, Garnier, Maybelline New York, NYX Professional Makeup and, in selected markets and reporting periods, other brands positioned for broad consumer distribution. The division's role is to make beauty products available through supermarkets, drugstores, pharmacies, specialty retailers, department stores, e-commerce platforms and direct-to-consumer channels. Its categories generally include facial and body skincare, haircare, hair color, makeup, sun protection and related personal-care products. Unlike L'Oréal's dermatological beauty, professional products and luxury divisions, Consumer Products is oriented toward high-volume products with relatively broad geographic reach and accessible price points. The portfolio nevertheless spans several price tiers, allowing the group to address different consumer needs and retail environments. The division's brands operate with substantial individual identities. L'Oréal Paris is positioned as a broad international beauty brand covering makeup, skincare, haircare and hair color. Garnier is associated especially with accessible skincare, haircare, hair color and products emphasizing ingredient-led or naturally inspired propositions. Maybelline New York is a major color-cosmetics brand with strong visibility among younger and digitally engaged consumers. NYX Professional Makeup adds a more expressive, trend-led and digitally native makeup proposition, while also connecting the division with beauty creators and professional-style artistry. Consumer Products has been important to L'Oréal's internationalization because its products can be adapted to local skin tones, hair types, beauty practices, regulations and retail structures while retaining global brand recognition. Product development commonly combines global launches with regional variants, localized shades and market-specific communication. The division also benefits from L'Oréal's research, formulation, manufacturing, distribution and marketing infrastructure, including the group's increasing use of digital commerce, social media and data-informed consumer engagement. The division has increasingly emphasized inclusive beauty, broader shade ranges, hair-texture expertise, responsible packaging, reduced environmental impact and formulas designed around consumer concerns such as sensitive skin, sun exposure and damaged hair. These priorities coexist with the commercial requirements of frequent product launches, fast-moving trends and intense competition from multinational consumer-goods companies, specialist beauty brands, retailers' private labels and digitally native challengers. Because Consumer Products is an internal reporting and operating division rather than a separately listed legal entity, standalone financial statements, a single founding date and a single founder are generally not applicable. Its performance is reported within L'Oréal's consolidated public-company disclosures. The division remains active and is a core part of L'Oréal's global brand portfolio.

History

L'Oréal Consumer Products developed within the broader expansion of L'Oréal from a specialist hair-dye business into a multinational beauty group. L'Oréal's origins date to the early twentieth century, when Eugène Schueller developed and commercialized hair-color products in France. Over subsequent decades, the group broadened its portfolio through internal research, international expansion and acquisitions across haircare, skincare, makeup, fragrance and professional beauty. As L'Oréal's portfolio grew, the company organized its activities into operating divisions serving different channels and consumer segments. Consumer Products became the division responsible for broad-distribution beauty brands, distinct from products sold primarily through salons, luxury retail or dermatological channels. This structure allowed individual brands to maintain their own identities and marketing while sharing corporate capabilities in research, manufacturing, procurement, distribution and international market management. The division's portfolio has been anchored by L'Oréal Paris and Garnier, two brands with extensive geographic distribution and broad category coverage. L'Oréal Paris expanded beyond hair color into haircare, skincare and makeup, while Garnier developed a strong position in accessible skincare, haircare and hair color. The acquisition and development of additional brands strengthened the division's coverage of particular consumer groups and beauty trends. Maybelline New York gave L'Oréal a globally scaled color-cosmetics platform, and NYX Professional Makeup added a more trend-driven, expressive and digitally engaged makeup proposition. International growth has required more than simply exporting standardized products. Consumer Products brands have adjusted shades, textures, haircare claims, pack formats, advertising and distribution models to local conditions. The group has also used local research and development capabilities to address regional skin, hair and climate needs. This combination of global brand systems and local adaptation has supported the division's presence across mature beauty markets and faster-growing markets in Asia-Pacific, Latin America, the Middle East and Africa. During the 2010s and 2020s, the division operated amid major changes in consumer behavior. Beauty discovery moved increasingly toward social media, online video, influencers, creator communities and e-commerce. At the same time, consumers placed greater emphasis on ingredient transparency, efficacy, inclusivity, sustainability and representation. Consumer Products brands responded with expanded makeup shade ranges, haircare propositions for a wider range of textures, skincare lines addressing specific concerns, and communications centered on diverse forms of beauty. The division also operates within L'Oréal's wider sustainability and responsible-business programs. These efforts have included work on packaging, formula impacts, sourcing, manufacturing emissions and consumer information. Such initiatives are managed at group and brand levels rather than through a single independently incorporated Consumer Products company. Today, L'Oréal Consumer Products remains an active global operating division rather than a separately listed enterprise. Its exact brand perimeter may change as L'Oréal makes acquisitions, disposals, internal transfers and regional portfolio adjustments. For that reason, historical descriptions should distinguish the division from L'Oréal S.A. itself and from the individual brands marketed under its umbrella.

2026
Fabrice Megarbane becomes division president
[8]L'Oréal Group Executive Committeeloreal.com
Fabrice Megarbane succeeded Alexis Perakis-Valat as President of the Consumer Products Division.
2025
Dr.G acquisition completed
[15]Dr.G acquisition completedloreal.com
Dr.G joined the Consumer Products Division after completion of the acquisition, expanding the division's affordable, dermatologist-founded skincare offer.
2025
Garnier launches Collective for the Planet
[10]Garnierloreal.com
Garnier established an environmental philanthropic program supporting forest protection and waste-collection initiatives.
2024
Agreement announced to acquire Dr.G
[14]Agreement announced to acquire Dr.Gloreal.com
L'Oréal announced an agreement to acquire Gowoonsang Cosmetics, owner of Korean skincare brand Dr.G, for inclusion in Consumer Products.
2018
3CE Stylenanda joins the portfolio
[13]3CE Stylenanda joins the portfolioloreal.com
L'Oréal acquired Korean makeup brand 3CE Stylenanda, giving Consumer Products a stronger position in Korean and wider Asian beauty markets.
2016
Alexis Perakis-Valat becomes division president
[7]L'Oréal Executive Committee Nominationsloreal.com
Alexis Perakis-Valat began leading Consumer Products, focusing on global brand equity, emerging markets and the combination of mass accessibility with a more premium consumer experience.
2014
NYX Professional Makeup joins L'Oréal
[1]Consumer Products Divisionloreal.com
L'Oréal acquired NYX, adding a digitally engaged, artist-oriented makeup brand to Consumer Products.
2010
essie joins the group
[1]Consumer Products Divisionloreal.com
L'Oréal acquired essie, strengthening its position in nail color and nail care within the Consumer Products portfolio.
1996
Maybelline joins L'Oréal
[12]Maybelline joins L'Oréalen.wikipedia.org
L'Oréal acquired Maybelline, gaining a major international platform in accessible color cosmetics.
1963
L'Oréal becomes publicly traded
[2]L'Oréal's history: the adventure of beautyloreal.com
L'Oréal went public, supporting the capital-intensive expansion of research, international operations and brand acquisitions.

Showing the 10 most recent.

Products and positioning

A global mass-market and accessible-premium beauty portfolio combining high distribution, broad category coverage, science-led innovation, local market adaptation, digital engagement and large-scale consumer marketing. The division positions itself between affordability and premium feel, seeking to make high-performing beauty products accessible while increasing desirability, sustainability and cultural relevance.

Mass-market beauty · 1907
L'Oréal Paris
The division's flagship global beauty brand, L'Oréal Paris sells makeup, skincare, haircare, hair color and sun-care products. It combines a science-led innovation narrative with broad retail distribution and a public-facing mission centered on confidence, inclusion and the brand platform “I'm Worth It.” Its product architecture ranges from everyday cleansing and haircare to anti-aging skincare, complexion makeup, mascara, hair color and advanced treatment franchises.
Mass-market skincare, haircare and sun care · 1904
Garnier
Garnier is positioned around accessible, efficacious beauty with a strong association with plant-derived ingredients, haircare, skincare, hair color and sun protection. Major franchises include Fructis, Ultra Doux, Micellar Water, Vitamin C, Pure Active, Ambre Solaire, Olia, Nutrisse and Color Sensation. Garnier also emphasizes cruelty-free certification, environmental partnerships and lower-impact consumption initiatives.
Color cosmetics · 1915
Maybelline New York
Maybelline New York is a global makeup brand focused on accessible, trend-responsive cosmetics. Its portfolio includes mascara, foundation, concealer, lip products, brow products, eye makeup and setting products. The brand uses high-volume retail distribution together with celebrity, creator and social-media marketing to translate runway and digital beauty trends into affordable products for a broad consumer audience.
Artist and digitally native makeup · 1999
NYX Professional Makeup
NYX Professional Makeup serves consumers interested in experimentation, makeup artistry and online beauty culture. Its products cover complexion, eyes, lips, brows, tools and setting, with a brand identity built around expressive color, creator communities, entertainment and social engagement. NYX gives Consumer Products a younger, more digitally native and culturally participatory position than a conventional mass cosmetics label.
Nail color and nail care · 1981
essie
essie is the division's specialist nail brand, known for a wide range of nail colors, base coats, top coats and treatment products. It contributes category expertise and a more fashion-oriented identity to the portfolio, while benefiting from L'Oréal's global distribution and consumer-marketing infrastructure.
Sensitive-skin care · 1924
Mixa
Mixa is a French-origin skincare brand associated with sensitive skin and practical, accessible formulations. Its products address body care, facial care and cleansing, with an emphasis on tolerance and everyday use. In the 2020s, Mixa became an important regional growth brand as L'Oréal expanded it across European markets.
Korean makeup · 2009
3CE Stylenanda
3CE Stylenanda is a Korean makeup brand known for fashion-led color cosmetics, especially lip, eye and complexion products. It gives Consumer Products a strong connection to Korean beauty culture and Southeast Asian growth markets. L'Oréal has described 3CE as a regional growth relay and has continued its international expansion after acquiring the brand.
Korean skincare · 2003
Dr.G
Dr.G is a Korean skincare brand founded by dermatologist Dr. Gun Young Ahn. Its product portfolio is ingredient-led and includes targeted lines for sensitive and blemish-prone skin, including the R.E.D Blemish Clear Soothing Cream. After L'Oréal completed its acquisition of Gowoonsang Cosmetics in 2025, Dr.G joined Consumer Products as a Korean skincare growth platform.

Marketing campaigns

2025Garnier Collective for the Planet
Global, with initiatives including India
Garnier created a philanthropic program supporting non-profit organizations working on forest protection and waste collection. The program includes a five-year partnership with Plastics for Change in India.
Outcome. Garnier reported that the partnership had funded collection of more than 5,000 tonnes of plastic in India by the time of the brand's 2026 corporate profile.
Source
2025Refill Movement
Europe · Other markets where refill formats are sold
L'Oréal Consumer Products promoted refill formats, including L'Oréal Paris Elvive products and Garnier refill initiatives. The campaign framed refills as a practical way to reduce packaging use while preserving access to familiar mass-market products.
Outcome. The division reported that selected L'Oréal Paris Elvive refill formats could save 60% plastic compared with the relevant conventional packaging format.
Source
2025NYX Professional Makeup entertainment and creator platform
Global
NYX Professional Makeup continued to use entertainment, creators, social platforms and makeup communities as core brand-building channels. The approach positions makeup as participatory culture rather than only a conventional packaged-goods category.
Outcome. The division highlighted NYX's recognition as 2025 Mass Beauty Brand of the Year and its continued strong growth.
Source
2018Stand Up Against Street Harassment
Global
L'Oréal Paris developed the Stand Up program to train people to intervene safely when they witness street harassment. The initiative extends the brand's empowerment positioning beyond product advertising into social education and public participation.
Outcome. The program became a continuing social-impact platform associated with L'Oréal Paris and its stated commitment to women's empowerment.
Source
1971I'm Worth It
Global
L'Oréal Paris built its long-running brand platform around the idea that women should value themselves and choose products for their own worth rather than to satisfy others. The platform became one of the most recognizable advertising lines in beauty and remains central to the brand's identity.
Outcome. The campaign developed into a durable global brand asset and an umbrella for later empowerment, inclusion and representation initiatives.
Source

Brand decisions

2025
Shift toward sustainable mass beauty and refill formatsStrategy
Background
The division faced growing consumer and regulatory pressure to reduce packaging impacts and provide more transparent information about environmental performance.
Action taken
Consumer Products expanded refill communication, promoted packaging reduction and supported EcoBeautyScore pilots for L'Oréal Paris and Garnier skincare products in France and Germany.
Aftermath
Sustainability became more visible in product architecture and brand communication, although the initiatives remain integrated with the division's conventional high-volume retail model.
Source
2025
Leadership transition and growth reorganizationStrategy
Background
L'Oréal reorganized senior responsibilities to combine global growth management with stronger regional leadership.
Action taken
Fabrice Megarbane was appointed President of Consumer Products, while Alexis Perakis-Valat moved to become CEO of L'Oréal USA and President of the North America Zone.
Aftermath
The transition placed a leader with experience in China, North Asia, e-commerce and group transformation at the head of the division from January 1, 2026.
Source
2024
Agreement to acquire Dr.GM&A
Background
L'Oréal wanted to strengthen its affordable, science-led skincare offer and build on the success of its Korean beauty portfolio.
Action taken
L'Oréal signed an agreement with Migros to acquire Gowoonsang Cosmetics, owner of dermatologist-founded Dr.G.
Aftermath
The acquisition was completed in 2025 and Dr.G became part of Consumer Products, adding Korean skincare expertise and ingredient-led products for sensitive skin.
Source
2018
Acquisition of 3CE StylenandaM&A
Background
L'Oréal identified Korean beauty as a source of innovation, cultural influence and regional growth, particularly in Asian markets.
Action taken
L'Oréal acquired Korean makeup brand 3CE Stylenanda and incorporated it into Consumer Products.
Aftermath
3CE became a regional growth relay and expanded through Southeast Asia, helping the division participate in the internationalization of Korean beauty.
Source
2014
Acquisition of NYX Professional MakeupM&A
Background
The makeup market was being reshaped by social media, beauty creators and demand for expressive, professional-style products at accessible prices.
Action taken
L'Oréal acquired NYX Professional Makeup and placed it within the Consumer Products portfolio.
Aftermath
NYX added a digitally native and culturally participatory growth platform to the division and expanded L'Oréal's exposure to creator-led makeup culture.
Source
1996
Acquisition of MaybellineM&A
Background
L'Oréal sought to strengthen its international color-cosmetics portfolio and extend its reach in accessible beauty.
Action taken
L'Oréal acquired Maybelline and developed it as a global Consumer Products brand under the Maybelline New York identity.
Aftermath
The transaction gave L'Oréal a major platform in mass-market makeup and became one of the foundations of its global Consumer Products portfolio.
Source

Recent events

2026
Consumer Products Division reports growth in 2025[4]L'Oréal 2025 Annual Resultsloreal.com
Other
L'Oréal reported 3.5% like-for-like growth and 0.7% reported growth for the Consumer Products Division in 2025. Haircare and makeup innovation, Mixa's European rollout, 3CE's Southeast Asian expansion and Dr.G's integration were highlighted.
2026
L'Oréal Paris Elvive expands refill formats[1]Consumer Products Divisionloreal.com
Campaign · Product launch
L'Oréal Paris Elvive promoted refill formats across a range of best-selling products, with the division presenting the initiative as part of a broader refill movement intended to reduce packaging use.
2025
Fabrice Megarbane appointed President of Consumer Products Division[7]L'Oréal Executive Committee Nominationsloreal.com
Leadership change
L'Oréal announced that Fabrice Megarbane would become President of the Consumer Products Division effective January 1, 2026, succeeding Alexis Perakis-Valat, who moved to lead L'Oréal USA and the North America Zone.
2025
L'Oréal completes acquisition of Korean skincare brand Dr.G[15]Dr.G acquisition completedloreal.com
M&A
Dr.G joined the Consumer Products Division after L'Oréal completed its acquisition of Gowoonsang Cosmetics from Migros. The transaction expanded the division's affordable, dermatologist-founded skincare portfolio and Korean beauty presence.
2025
L'Oréal Paris and Garnier introduce EcoBeautyScore pilots[5]Consumer Products — L'Oréal 2025 Annual Reportloreal-finance.com
sustainability · Other
L'Oréal Paris and Garnier introduced EcoBeautyScore pilots for skincare products in France and Germany as part of the group's effort to provide environmental-impact information to consumers.
2025
Garnier launches Collective for the Planet[10]Garnierloreal.com
Campaign
Garnier created a philanthropic environmental program supporting organizations working on forest protection and waste collection, including a multi-year partnership with Plastics for Change in India.
2025
Consumer Products Division accelerates in North America and emerging markets[4]L'Oréal 2025 Annual Resultsloreal.com
Product launch · Other
L'Oréal reported stronger momentum in North America and continued growth in Brazil, Mexico, India, Thailand and Gulf markets, supported by haircare, makeup, hair color and skincare launches.
2025
NYX Professional Makeup named 2025 Mass Beauty Brand of the Year[1]Consumer Products Divisionloreal.com
Other
The Consumer Products Division highlighted NYX Professional Makeup's recognition as Mass Beauty Brand of the Year, reflecting its entertainment, creator and digitally engaged positioning.

Sources15 sources

Cite this profile: Cite the canonical profile. /brand-wiki/loreal-consumer-products · Editorial policy · How profiles are compiled

Overview

History

2026
Fabrice Megarbane becomes division president
[8]L'Oréal Group Executive Committeeloreal.com
Fabrice Megarbane succeeded Alexis Perakis-Valat as President of the Consumer Products Division.
2025
Dr.G acquisition completed
[15]Dr.G acquisition completedloreal.com
Dr.G joined the Consumer Products Division after completion of the acquisition, expanding the division's affordable, dermatologist-founded skincare offer.
2025
Garnier launches Collective for the Planet
[10]Garnierloreal.com
Garnier established an environmental philanthropic program supporting forest protection and waste-collection initiatives.
2024
Agreement announced to acquire Dr.G
[14]Agreement announced to acquire Dr.Gloreal.com
L'Oréal announced an agreement to acquire Gowoonsang Cosmetics, owner of Korean skincare brand Dr.G, for inclusion in Consumer Products.
2018
3CE Stylenanda joins the portfolio
[13]3CE Stylenanda joins the portfolioloreal.com
L'Oréal acquired Korean makeup brand 3CE Stylenanda, giving Consumer Products a stronger position in Korean and wider Asian beauty markets.
2016
Alexis Perakis-Valat becomes division president
[7]L'Oréal Executive Committee Nominationsloreal.com
Alexis Perakis-Valat began leading Consumer Products, focusing on global brand equity, emerging markets and the combination of mass accessibility with a more premium consumer experience.
2014
NYX Professional Makeup joins L'Oréal
[1]Consumer Products Divisionloreal.com
L'Oréal acquired NYX, adding a digitally engaged, artist-oriented makeup brand to Consumer Products.
2010
essie joins the group
[1]Consumer Products Divisionloreal.com
L'Oréal acquired essie, strengthening its position in nail color and nail care within the Consumer Products portfolio.
1996
Maybelline joins L'Oréal
[12]Maybelline joins L'Oréalen.wikipedia.org
L'Oréal acquired Maybelline, gaining a major international platform in accessible color cosmetics.
1963
L'Oréal becomes publicly traded
[2]L'Oréal's history: the adventure of beautyloreal.com
L'Oréal went public, supporting the capital-intensive expansion of research, international operations and brand acquisitions.

Showing the 10 most recent.

Products and positioning

Mass-market beauty · 1907
L'Oréal Paris
The division's flagship global beauty brand, L'Oréal Paris sells makeup, skincare, haircare, hair color and sun-care products. It combines a science-led innovation narrative with broad retail distribution and a public-facing mission centered on confidence, inclusion and the brand platform “I'm Worth It.” Its product architecture ranges from everyday cleansing and haircare to anti-aging skincare, complexion makeup, mascara, hair color and advanced treatment franchises.
Mass-market skincare, haircare and sun care · 1904
Garnier
Garnier is positioned around accessible, efficacious beauty with a strong association with plant-derived ingredients, haircare, skincare, hair color and sun protection. Major franchises include Fructis, Ultra Doux, Micellar Water, Vitamin C, Pure Active, Ambre Solaire, Olia, Nutrisse and Color Sensation. Garnier also emphasizes cruelty-free certification, environmental partnerships and lower-impact consumption initiatives.
Color cosmetics · 1915
Maybelline New York
Maybelline New York is a global makeup brand focused on accessible, trend-responsive cosmetics. Its portfolio includes mascara, foundation, concealer, lip products, brow products, eye makeup and setting products. The brand uses high-volume retail distribution together with celebrity, creator and social-media marketing to translate runway and digital beauty trends into affordable products for a broad consumer audience.
Artist and digitally native makeup · 1999
NYX Professional Makeup
NYX Professional Makeup serves consumers interested in experimentation, makeup artistry and online beauty culture. Its products cover complexion, eyes, lips, brows, tools and setting, with a brand identity built around expressive color, creator communities, entertainment and social engagement. NYX gives Consumer Products a younger, more digitally native and culturally participatory position than a conventional mass cosmetics label.
Nail color and nail care · 1981
essie
essie is the division's specialist nail brand, known for a wide range of nail colors, base coats, top coats and treatment products. It contributes category expertise and a more fashion-oriented identity to the portfolio, while benefiting from L'Oréal's global distribution and consumer-marketing infrastructure.
Sensitive-skin care · 1924
Mixa
Mixa is a French-origin skincare brand associated with sensitive skin and practical, accessible formulations. Its products address body care, facial care and cleansing, with an emphasis on tolerance and everyday use. In the 2020s, Mixa became an important regional growth brand as L'Oréal expanded it across European markets.
Korean makeup · 2009
3CE Stylenanda
3CE Stylenanda is a Korean makeup brand known for fashion-led color cosmetics, especially lip, eye and complexion products. It gives Consumer Products a strong connection to Korean beauty culture and Southeast Asian growth markets. L'Oréal has described 3CE as a regional growth relay and has continued its international expansion after acquiring the brand.
Korean skincare · 2003
Dr.G
Dr.G is a Korean skincare brand founded by dermatologist Dr. Gun Young Ahn. Its product portfolio is ingredient-led and includes targeted lines for sensitive and blemish-prone skin, including the R.E.D Blemish Clear Soothing Cream. After L'Oréal completed its acquisition of Gowoonsang Cosmetics in 2025, Dr.G joined Consumer Products as a Korean skincare growth platform.

Marketing campaigns

2025Garnier Collective for the Planet
Global, with initiatives including India
Garnier created a philanthropic program supporting non-profit organizations working on forest protection and waste collection. The program includes a five-year partnership with Plastics for Change in India.
Outcome. Garnier reported that the partnership had funded collection of more than 5,000 tonnes of plastic in India by the time of the brand's 2026 corporate profile.
Source
2025Refill Movement
Europe · Other markets where refill formats are sold
L'Oréal Consumer Products promoted refill formats, including L'Oréal Paris Elvive products and Garnier refill initiatives. The campaign framed refills as a practical way to reduce packaging use while preserving access to familiar mass-market products.
Outcome. The division reported that selected L'Oréal Paris Elvive refill formats could save 60% plastic compared with the relevant conventional packaging format.
Source
2025NYX Professional Makeup entertainment and creator platform
Global
NYX Professional Makeup continued to use entertainment, creators, social platforms and makeup communities as core brand-building channels. The approach positions makeup as participatory culture rather than only a conventional packaged-goods category.
Outcome. The division highlighted NYX's recognition as 2025 Mass Beauty Brand of the Year and its continued strong growth.
Source
2018Stand Up Against Street Harassment
Global
L'Oréal Paris developed the Stand Up program to train people to intervene safely when they witness street harassment. The initiative extends the brand's empowerment positioning beyond product advertising into social education and public participation.
Outcome. The program became a continuing social-impact platform associated with L'Oréal Paris and its stated commitment to women's empowerment.
Source
1971I'm Worth It
Global
L'Oréal Paris built its long-running brand platform around the idea that women should value themselves and choose products for their own worth rather than to satisfy others. The platform became one of the most recognizable advertising lines in beauty and remains central to the brand's identity.
Outcome. The campaign developed into a durable global brand asset and an umbrella for later empowerment, inclusion and representation initiatives.
Source

Brand decisions

2025
Shift toward sustainable mass beauty and refill formatsStrategy
Background
The division faced growing consumer and regulatory pressure to reduce packaging impacts and provide more transparent information about environmental performance.
Action taken
Consumer Products expanded refill communication, promoted packaging reduction and supported EcoBeautyScore pilots for L'Oréal Paris and Garnier skincare products in France and Germany.
Aftermath
Sustainability became more visible in product architecture and brand communication, although the initiatives remain integrated with the division's conventional high-volume retail model.
Source
2025
Leadership transition and growth reorganizationStrategy
Background
L'Oréal reorganized senior responsibilities to combine global growth management with stronger regional leadership.
Action taken
Fabrice Megarbane was appointed President of Consumer Products, while Alexis Perakis-Valat moved to become CEO of L'Oréal USA and President of the North America Zone.
Aftermath
The transition placed a leader with experience in China, North Asia, e-commerce and group transformation at the head of the division from January 1, 2026.
Source
2024
Agreement to acquire Dr.GM&A
Background
L'Oréal wanted to strengthen its affordable, science-led skincare offer and build on the success of its Korean beauty portfolio.
Action taken
L'Oréal signed an agreement with Migros to acquire Gowoonsang Cosmetics, owner of dermatologist-founded Dr.G.
Aftermath
The acquisition was completed in 2025 and Dr.G became part of Consumer Products, adding Korean skincare expertise and ingredient-led products for sensitive skin.
Source
2018
Acquisition of 3CE StylenandaM&A
Background
L'Oréal identified Korean beauty as a source of innovation, cultural influence and regional growth, particularly in Asian markets.
Action taken
L'Oréal acquired Korean makeup brand 3CE Stylenanda and incorporated it into Consumer Products.
Aftermath
3CE became a regional growth relay and expanded through Southeast Asia, helping the division participate in the internationalization of Korean beauty.
Source
2014
Acquisition of NYX Professional MakeupM&A
Background
The makeup market was being reshaped by social media, beauty creators and demand for expressive, professional-style products at accessible prices.
Action taken
L'Oréal acquired NYX Professional Makeup and placed it within the Consumer Products portfolio.
Aftermath
NYX added a digitally native and culturally participatory growth platform to the division and expanded L'Oréal's exposure to creator-led makeup culture.
Source
1996
Acquisition of MaybellineM&A
Background
L'Oréal sought to strengthen its international color-cosmetics portfolio and extend its reach in accessible beauty.
Action taken
L'Oréal acquired Maybelline and developed it as a global Consumer Products brand under the Maybelline New York identity.
Aftermath
The transaction gave L'Oréal a major platform in mass-market makeup and became one of the foundations of its global Consumer Products portfolio.
Source

Recent events

2026
Consumer Products Division reports growth in 2025[4]L'Oréal 2025 Annual Resultsloreal.com
Other
L'Oréal reported 3.5% like-for-like growth and 0.7% reported growth for the Consumer Products Division in 2025. Haircare and makeup innovation, Mixa's European rollout, 3CE's Southeast Asian expansion and Dr.G's integration were highlighted.
2026
L'Oréal Paris Elvive expands refill formats[1]Consumer Products Divisionloreal.com
Campaign · Product launch
L'Oréal Paris Elvive promoted refill formats across a range of best-selling products, with the division presenting the initiative as part of a broader refill movement intended to reduce packaging use.
2025
Fabrice Megarbane appointed President of Consumer Products Division[7]L'Oréal Executive Committee Nominationsloreal.com
Leadership change
L'Oréal announced that Fabrice Megarbane would become President of the Consumer Products Division effective January 1, 2026, succeeding Alexis Perakis-Valat, who moved to lead L'Oréal USA and the North America Zone.
2025
L'Oréal completes acquisition of Korean skincare brand Dr.G[15]Dr.G acquisition completedloreal.com
M&A
Dr.G joined the Consumer Products Division after L'Oréal completed its acquisition of Gowoonsang Cosmetics from Migros. The transaction expanded the division's affordable, dermatologist-founded skincare portfolio and Korean beauty presence.
2025
L'Oréal Paris and Garnier introduce EcoBeautyScore pilots[5]Consumer Products — L'Oréal 2025 Annual Reportloreal-finance.com
sustainability · Other
L'Oréal Paris and Garnier introduced EcoBeautyScore pilots for skincare products in France and Germany as part of the group's effort to provide environmental-impact information to consumers.
2025
Garnier launches Collective for the Planet[10]Garnierloreal.com
Campaign
Garnier created a philanthropic environmental program supporting organizations working on forest protection and waste collection, including a multi-year partnership with Plastics for Change in India.
2025
Consumer Products Division accelerates in North America and emerging markets[4]L'Oréal 2025 Annual Resultsloreal.com
Product launch · Other
L'Oréal reported stronger momentum in North America and continued growth in Brazil, Mexico, India, Thailand and Gulf markets, supported by haircare, makeup, hair color and skincare launches.
2025
NYX Professional Makeup named 2025 Mass Beauty Brand of the Year[1]Consumer Products Divisionloreal.com
Other
The Consumer Products Division highlighted NYX Professional Makeup's recognition as Mass Beauty Brand of the Year, reflecting its entertainment, creator and digitally engaged positioning.

Overview

History

Products and positioning

Marketing campaigns

Brand decisions

Recent events

Related entries

Sources15 sources

Overview

History

Products and positioning

Marketing campaigns

Brand decisions

Recent events

Related entries

Sources15 sources