The salon industry is evolving. What was once a ritualized, standardized weekly appointment has evolved into a world of personalization, professional expertise, and expanded services that cater to the diverse needs of today's consumers. Amid shifting generational preferences and rising expectations, one constant remains: the essential role of salons in delivering services and expertise that cannot be replicated elsewhere.
For more than 115 years, L'Oréal Professional Products has championed professional beauty by empowering hairstylists with innovation, education, and creativity. With a spirit of partnership and progress, the company provides products and services that enable 1.4 million stylists and 25,000 salons and chains to craft exceptional, tailor-made beauty experiences for every client, through three focus areas:
1. Driving growth for the modern-day salon
Through an omnichannel strategy, L'Oréal Professional Products is redefining how salons connect with clients, expanding the role of professional expertise both inside and outside the salon. By putting consumers and stylists at the center, they develop tools and content that make it easier for salon owners to reach new clients and for professionals to deliver personalized experiences.
This approach multiplies touchpoints with consumers, whether through in-salon diagnostics, personalized product recommendations, or digital tutorials, while strengthening its presence in salons as a trusted partner. At the same time, L'Oréal is building a powerful digital ecosystem that now connects with more than half of the world's hairstylists, providing them with real-time access to training, product knowledge, and business support.
Its online platforms have become everyday tools: Hairstylists can place and track orders seamlessly through SalonCentric.com, while the L'Oréal Access online platform offers a library of courses to help professionals sharpen their skills and stay ahead of trends.
2. Educating the next generation of stylists
Hair is deeply personal, and every person deserves to be welcomed and treated with care when seeking professional hair services. Hairstylists are artists who bring to life beautiful and dimensional work to meet the evolving needs of their customers. As a division of artistry focused on empowering salons and stylists, L'Oréal Professional Products provide salon professionals with access to innovation, featuring an industry-leading, open education approach that puts them in direct contact, both online and offline.
In the United States, under the leadership of Leslie Marino, L'Oreal Professional Products is working to be a catalyst for change, with a focus on identifying new trends, creating professional opportunities that benefit all communities, and helping inspire, guide, and pioneer the next generation of talent.
From creating the first worldwide certifying education program to the first-ever beauty degree, they are focused on empowering the next-gen stylist. This includes creating opportunities that benefit communities, supporting people who will embrace the profession, and helping pioneer the next generation of talent. Its goal is to train and upskill about 100,000 stylists a year across the country with technical education, hands-on application, and color theory.
3. Evolving products and services to empower salon owners
The premium hair care market continues to experience steady growth, with consumers increasingly seeking professional solutions that offer superior performance, often incorporating masks, serums, and oils into their hair care routines.
The salon world is also teeming with innovation that reimagines the salon experience for owners, stylists, and consumers. At the forefront is new hair care technology, including products and services that cater to current and future customer preferences.
L'Oréal Professional Products is pursuing its strategy of disruptive innovation with the launch of new hair repair and treatment ranges — led by Redken, the #1 US hair care brand with Acidic Bonding Concentrate, Première by Kérastase, and Absolut Repair Molecular by L'Oréal Professionnel Paris. These innovations complement the company's full range of premium hair care and benefit from the power of L'Oréal Research & Innovation's cutting-edge scientific breakthroughs.
In addition to formulas, each innovation comes in new, more eco-designed packaging, such as the latest refillable bottle for Kérastase's Élixir Ultime oil. This commitment to sustainability is also evident in the Hairstylists for the Future program, an initiative that empowers partner hairstylists to adopt sustainable practices in their workspaces and salons through waste management, renewable energy adoption, and water conservation.
This approach — rooted in growth, education, and evolution — is driving the company's leadership as they continue to help salons and stylists navigate the exciting future of the beauty industry.
Explore L'Oréal Professional Products' mission to bring professional beauty to all.
This post was created by L'Oréal Professional Products with Insider Studios.
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