During the official opening of this year’s festival, Fonda and Li, who celebrate their 20th and 30th anniversaries this year, respectively, as brand ambassadors, took the stage at the Palais des Festivals, to declare the ceremony open. They were repping beauty looks created by the L’Oréal Paris team.
Fonda, 88, reflects on 20 years of being an L’Oréal Paris ambassador. “It seemed like an aberration. Why do they want me? I’m not a model,” she says. “But they stayed with me, and I learned a lot from the other brand ambassadors from all over the world. That’s one of the things that’s so exciting. I mean, being able to open the festival last night with Gong Li… wow.”
The event is not only an image driver, but also a business driver. “Behind the looks, it’s about which products are used to create these extraordinary makeup looks. And so, it ultimately leads us to products,” says Toupet. Many of the brand’s Instagram posts during the festival feature a “get the look” caption, detailing each product used. These products are then featured on the homepage of the brand’s e-commerce site.
Playing to its skincare strengths
Finding its place in an innovation-driven skincare market will be key for L’Oréal Paris’s growth.
“Mass beauty brands such as L’Oréal Paris need to carve out a space in skincare between dermatological and luxury beauty brands, while also responding to the rise of K-beauty,” says Pierre Tegnér, equity analyst at Oddo BHF.
The K-beauty market is highly fragmented, but L’Oréal Paris can use its strong R&D to create Korean-inspired products while relying on its global brand trust and recognition. L’Oréal Group has 21 research centers worldwide, including one in Seoul, which opened in 2018. “Being very strong in Asia is a huge advantage,” Toupet says. “It gives us a competitive edge by allowing us to innovate much faster, taking innovations that originate in Asia and making them accessible worldwide.” (In 2024, L’Oréal Group also acquired Korean skincare brand Dr.G.)
The executive notes that recent skincare innovations such as its Glass Skin range, which launched in January, has helped the brand regain momentum in countries such as China. (L’Oréal Paris returned to growth in China in 2026, after navigating a challenging Chinese market the year prior.) The range is inspired by Asian beauty formulations and consists of a liquid care treatment and a mask that melts into the skin, replumping in just 90 minutes. “We unpacked the science behind it, and created a new range capable of reproducing inside the skin what those aesthetic procedures do,” Toupet says.
“We need to strengthen and reposition ourselves around what we do best — using science to deliver visible beauty,” Toupet continues. “We’re here to visibly transform women’s skin, whether immediately by giving it incredible radiance, restoring plumpness, and staying focused on our core business: preserving youthfulness and correcting signs of aging.”
Innovation is key across categories. In makeup, the L’Oréal Paris Infallible 3-Second Makeup Setting Spray Mist, launched in 2024, quickly became the brand’s second bestselling makeup product in 2025. “We used to focus on mascaras and lipsticks — the core makeup staples everyone knows,” Toupet notes. “Today, beauty routines have become far more diversified.”
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