{"id":29497,"date":"2026-05-16T08:26:16","date_gmt":"2026-05-16T08:26:16","guid":{"rendered":"https:\/\/hunthow.com\/?p=29497"},"modified":"2026-05-16T08:26:16","modified_gmt":"2026-05-16T08:26:16","slug":"loreal-pariss-path-to-e10-billion","status":"publish","type":"post","link":"https:\/\/hunthow.com\/?p=29497","title":{"rendered":"L\u2019Or\u00e9al Paris\u2019s Path to \u20ac10 Billion"},"content":{"rendered":"


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\u201cWe\u2019re aiming for \u20ac10 billion,\u201d says L\u2019Or\u00e9al Paris global brand president Laetitia Toupet. \u201cWe\u2019re confident. We are the number one global brand. We\u2019ll get there with a very clear strategy, a strong brand mission, and very powerful innovations.\u201d<\/p>\n

Toupet, who has 25 years at L\u2019Or\u00e9al 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 \u20ac1 billion mark. But L\u2019Or\u00e9al Paris is a different undertaking.<\/p>\n

L\u2019Or\u00e9al Paris revenues were above \u20ac7 billion in 2023. (L\u2019Or\u00e9al Group doesn\u2019t break out sales for individual brands, but typically reveals when they pass milestones.) As the world\u2019s largest beauty brand within the world\u2019s largest beauty conglomerate, L\u2019Or\u00e9al Paris benefits from the group\u2019s scale in innovation, marketing, and distribution. Its heritage also gives it an edge in the popular haircare category<\/a>, while an impressive ambassador roster helps keep the brand on the cultural map.<\/p>\n

But it\u2019s 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\u2019Or\u00e9al Paris witnessed mid-single-digit growth, boosted by haircare and makeup, according to Fabrice Megarbane, consumer products president, during the group\u2019s annual earnings presentation. It marked a deceleration compared with 2024, when the brand grew 9%.<\/p>\n

When Toupet joined L\u2019Or\u00e9al Paris in July 2025, succeeding Delphine Viguier-Hovasse<\/a>, she was tasked with strengthening the brand\u2019s role as a beauty leader. Given her background heading up the group\u2019s dermatological division, the appointment signaled a zeroing in on the brand\u2019s weakest category, skincare, alongside carving out a space at industry-defining events like the Cannes Film Festival and expanding into men\u2019s beauty.<\/p>\n

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Jane Fonda, Laetitia Toupet and Gong Li celebrating Jane Fonda and Gong Li\u2019s 20th and 30th anniversaries, respectively, as global ambassadors for L’Or\u00e9al Paris at the H\u00f4tel Martinez in Cannes.<\/p>\n

<\/span>Photo: Getty Images<\/span><\/div>\n<\/figure>\n

I spoke with Toupet before and during the film festival \u2014 her first time at Cannes in her new role \u2014 to unpack how she plans to drive L\u2019Or\u00e9al Paris toward its revenue ambitions.<\/p>\n

Engaging with the cultural agenda<\/strong><\/h2>\n

L\u2019Or\u00e9al Paris strives to be part of the cultural conversation. Its partnerships with the entertainment industry include Emily in Paris<\/em> and The Devil Wears Prada 2<\/em>, it creates beauty looks for its brand ambassadors at the Met Gala, and even hosts a runway show during Paris Fashion Week.<\/p>\n

Cannes Film Festival, of which the brand has been an official partner for 29 years, is a particular platform for L\u2019Or\u00e9al Paris\u2019s firepower. This year, giant posters of its many brand ambassadors \u2014 from Jane Fonda and Eva Longoria, to Gong Li and Viola Davis \u2014 are occupying the facade of H\u00f4tel Martinez.<\/p>\n<\/div>\n


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\u201cWe\u2019re aiming for \u20ac10 billion,\u201d says L\u2019Or\u00e9al Paris global brand president Laetitia Toupet. \u201cWe\u2019re confident. We are the number one global brand. We\u2019ll get there with a very clear strategy, a strong brand mission, and very powerful innovations.\u201d Toupet, who…<\/p>\n","protected":false},"author":1,"featured_media":29498,"comment_status":"","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[125],"tags":[],"class_list":["post-29497","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fashion"],"_links":{"self":[{"href":"https:\/\/hunthow.com\/index.php?rest_route=\/wp\/v2\/posts\/29497","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/hunthow.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hunthow.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hunthow.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/hunthow.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=29497"}],"version-history":[{"count":0,"href":"https:\/\/hunthow.com\/index.php?rest_route=\/wp\/v2\/posts\/29497\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hunthow.com\/index.php?rest_route=\/wp\/v2\/media\/29498"}],"wp:attachment":[{"href":"https:\/\/hunthow.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=29497"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hunthow.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=29497"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hunthow.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=29497"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}