“We’re aiming for €10 billion,” says L’Oréal Paris global brand president Laetitia Toupet. “We’re confident. We are the number one global brand. We’ll get there with a very clear strategy, a strong brand mission, and very powerful innovations.”
Toupet, who has 25 years at L’Oréal Group under her belt in various roles, is well-versed in guiding brands to reach milestones: under her leadership as global brand president of La Roche-Posay from 2015 to 2022, the dermatological brand surpassed the €1 billion mark. But L’Oréal Paris is a different undertaking.
L’Oréal Paris revenues were above €7 billion in 2023. (L’Oréal Group doesn’t break out sales for individual brands, but typically reveals when they pass milestones.) As the world’s largest beauty brand within the world’s largest beauty conglomerate, L’Oréal Paris benefits from the group’s scale in innovation, marketing, and distribution. Its heritage also gives it an edge in the popular haircare category, while an impressive ambassador roster helps keep the brand on the cultural map.
But it’s competing in a difficult market: indie brands are courting young US shoppers, Chinese brands are emerging as alternatives to global players, and Korean skincare is still on the rise. In 2025, L’Oréal Paris witnessed mid-single-digit growth, boosted by haircare and makeup, according to Fabrice Megarbane, consumer products president, during the group’s annual earnings presentation. It marked a deceleration compared with 2024, when the brand grew 9%.
When Toupet joined L’Oréal Paris in July 2025, succeeding Delphine Viguier-Hovasse, she was tasked with strengthening the brand’s role as a beauty leader. Given her background heading up the group’s dermatological division, the appointment signaled a zeroing in on the brand’s weakest category, skincare, alongside carving out a space at industry-defining events like the Cannes Film Festival and expanding into men’s beauty.
I spoke with Toupet before and during the film festival — her first time at Cannes in her new role — to unpack how she plans to drive L’Oréal Paris toward its revenue ambitions.
Engaging with the cultural agenda
L’Oréal Paris strives to be part of the cultural conversation. Its partnerships with the entertainment industry include Emily in Paris and The Devil Wears Prada 2, it creates beauty looks for its brand ambassadors at the Met Gala, and even hosts a runway show during Paris Fashion Week.
Cannes Film Festival, of which the brand has been an official partner for 29 years, is a particular platform for L’Oréal Paris’s firepower. This year, giant posters of its many brand ambassadors — from Jane Fonda and Eva Longoria, to Gong Li and Viola Davis — are occupying the facade of Hôtel Martinez.
