Personalization is a driving focus in the beauty industry—nowadays, 71% of consumers expect a tailored experience when shopping, and 75% agree they would pay more for beauty and personal care products if they received a personalized experience during their SKU selection process. When brands do not offer customization, consumers often waste their money. In the skincare category specifically, the L’Oréal Groupe reports that 80% of consumers rely on trial and error to determine the best product for them when tailor-made offerings are not available, leading the average person to try at least seven different products before finding one that works.
To tackle the increasing demand for personalization in skincare, the L’Oréal Groupe unveiled L’Oréal Cell BioPrint today at CES 2025—a portable lab-on-chip device (tabletop hardware device) that uses progressive science to allow customers to gain a deeper understating of their skin aging trajectory while learning the skincare that works best for their personal needs.
“At L'Oréal, we're always looking toward the future of beauty, blending cutting-edge discoveries with our long-standing beauty expertise. With skin being the largest organ, and a key part of people’s well-being, we are thrilled to unveil Cell BioPrint, an exclusive microfluidic lab-on-a-chip technology coupled with our century-long skin science leadership,” said Barbara Lavernos, Deputy CEO in charge of Research, Innovation, and Technology at L’Oréal Groupe.
Cell BioPrint is said to give a personalized skin analysis in five minutes. It uses advanced proteomics, the study of protein composition in the human skin and how this impacts skin aging. The device is powered by L’Oréal’s Longevity Integrative Science, which gives insight into how mechanisms in the human body contribute to the skin’s appearance.
“With the Cell BioPrint device, we offer people the ability to discover deeper insights about their skin through specific biomarkers and to proactively address the beauty and longevity of their skin,” Lavernos added.
The device is further powered by a partnership with Korean start-up NanoEntek, featuring the business-exclusive microfluidic lab-on-chip technology, which leverages NanoEntek’s 100+ patents to measure the number of L’Oréal‘s protein biomarkers in five minutes.
L’Oréal has been researching advanced biomarkers and their ability to pinpoint skin beauty accuracy for several decades, with the Cell BioPrint a direct result of this research being applied to skincare. These unique biomarkers indicate key components of healthy-looking skin and longevity.
As a result, Cell BioPrint identifies the skin's biological age (how fast it is aging) and provides personalized advice on how to slow down the appearance of aging. More specifically, it identifies ingredient responsiveness and whether certain active ingredients work on an individual's skin. Additionally, the technology emphasizes shifting from reactive to proactive skincare, helping to identify if the skin is prone to dark spots or enlarged pores, predicting potential cosmetic issues before they become visible, and allowing users to take proactive steps to protect their skin.
The tool works through a noninvasive process: customers insert a facial tape strip onto their cheek, followed by a buffer solution. The solution is then loaded into the Cell BioPrint cartridge and inserted into a machine for analysis. While Cell BioPrint processes a sample, the Skin Connect device takes several images of the face, followed by a short questionnaire about skin concerns and aging, which the customer completes. Cell BioPrint is scheduled to pilot in Asia at the latter end of 2025.
L’Oréal has cemented its leadership in beauty-tech innovation by using CES as a platform for launches for several years. The conglomerate was an early adopter in the beauty industry to use the event to unveil new technology, beginning its partnership with CES in 2019. In its first year, L’Oréal unveiled the My Skin Track pH, a wearable sensor that measured skin pH levels to personalize skincare. The following year, the company introduced Perso, an AI-powered device that personalized skincare, foundation, and lipstick based on user preferences, environmental data, and real-time insights. In 2021, Colorsonic was presented, a handheld device that provided mess-free, at-home hair coloring, alongside Coloright, a system for salon professionals to create custom hair colors using AI and virtual try-ons. In 2023, L’Oréal focused on accessibility-focused tools: the HAPTA smart makeup applicator that aids individuals with limited hand mobility and sight struggles, alongside L’Oréal Brow Magic, said to be the first at-home electronic eyebrow makeup applicator.
Cell BioPrint furthers L'Oréal's technology-focused skincare efforts, following from its Meta Profilier, revealed at CES 2024. L’Oréal collaborated with Italian fashion brand Giorgio Armani SA to design the Meta Profiler, a handheld face sculpting and massaging device that analyzes the skin with a combination of 18 LEDs to identify texture, smoothness, and hydration. The underlying AI was trained on 100,000 different skin samples and scans, and according to L’Oréal Groupe CEO Nicolas Hieronimus, it can increase the likelihood of closing a sale at the counter by up to 73%.
L’Oréal’s history at CES demonstrates its commitment to blending cutting-edge science, personalization, and inclusivity to transform the consumer beauty experience. By continuously unveiling technology-driven solutions that address evolving consumer needs, L’Oréal breaks through the noise as a pioneer, shaping the future of beauty and the way we interact with it.
