L’Oréal is garnering a lot of industry buzz with what is said to be its largest and most advanced lineup of tech-powered beauty innovations to date at Viva Technology 2025 in Paris this week. Now in its ninth year of participation, the beauty conglomerate is showcasing its bold new vision: one where aging is decoded, fragrance is captured from thin air, and makeup looks trend in real time through generative AI.
L’Oréal 2025 booth showcased its portfolio of emerging categories—longevity science, vertical farming, agentic AI, and immersive content creation—underscoring its leadership at the intersection of biotech, beauty, and digital innovation.
From Corrective to Preventative: The Longevity Frontier
Positioned as the biggest reveal this year, L’Oréal Longevity Integrative Science is an initiative that moves from treating aging signs to targeting their biological root causes. Using its proprietary Longevity AI Cloud, L’Oréal’s new “Wheel of Longevity” decodes nine hallmarks of aging and helps extend the skin’s cellular health span.
Supporting this is Lancôme Cell BioPrint, a collaboration with NanoEntek. This portable, lab-on-a-chip device gives users real-time insight into their skin’s aging process, marking a consumer-first in longevity diagnostics. L’Oréal is also launching the Rénergie Nano-Resurfacer 400 Booster, a high-performance at-home skincare device powered by nanochip technology to enhance ingredient delivery and clinical-grade results.
Scaling Sustainability with Space-Age Farming and AI Fragrance
Innovation in sustainability is equally front and center. L’Oréal is debuting vertical farming systems developed with Interstellar Lab, which use AI to control crop growth in stacked layers, reducing water and energy usage while optimizing ingredient quality.
The company also introduced Osmobloom, an air-capture fragrance tech co-developed with Cosmo International Fragrances. Capable of extracting scent molecules from living flowers (without harming them), Osmobloom powers high-end launches like Valentino Beauty’s “Private Talk.”
Additionally, AirLight Pro, co-created with Zuvi, brings energy-efficient drying to salons and homes. The infrared-powered dryer promises up to 21% faster drying and 55% better hydration, with a reduced environmental footprint.
AI Agents, Acne Coaching, and Messaging-Based Beauty Advice
Tech-powered consumer services form another key pillar. L’Oréal Paris Beauty Genius, developed in partnership with Meta, will soon bring agentic AI-powered beauty advice directly to consumers via WhatsApp, redefining the digital beauty assistant model.
La Roche-Posay is also elevating acne care with Spotscan+Coach, combining AI skin analysis with personalized coaching, routines, and mental health support via a partnership with the Calm app.
A major spotlight at this year’s showcase is L’Oréal’s newly announced strategic collaboration with NVIDIA, revealed in tandem with the launch of next-gen content tools under CREAITECH, L’Oréal’s internal AI lab.
Powered by NVIDIA AI Enterprise, CREAITECH enables the scalable, in-house creation of campaign assets—including photorealistic 3D product renderings—cutting timelines from weeks to days while improving creative agility and sustainability.
“We are incredibly excited to collaborate with NVIDIA to leverage AI’s potential in augmenting creativity and turning consumers’ beauty dreams into reality,” said Asmita Dubey, Chief Digital and Marketing Officer at L’Oréal Groupe, in a company press release.
Meanwhile, L’Oréal-backed start-up Noli—a multibrand AI marketplace—is leveraging over one million face scans and thousands of product formulas to deliver hyper-personalized beauty matches to consumers’ doorsteps.
On the back end, Agentic Consumer Care, developed with Salesforce, aims to humanize AI by using it to augment (not replace) L’Oréal’s care agents. The goal: more empathetic and efficient service at scale.
Already a pioneer in AI-driven marketing, L’Oréal has seen measurable business impact from its tech investments:
Creativity Meets Culture: YSL Hyper Look Studio and CREAITECH
On the creative front, YSL Beauty Hyper Look Studio combines real-time social media trends with virtual try-ons, allowing users to embody popular looks through AI-powered transformation. The experience blurs the line between digital expression and beauty artistry.
Behind the scenes, L’Oréal’s CREAITECH lab (now enhanced through its partnership with NVIDIA) empowers marketers to generate thousands of hyperlocalized images, texts, and videos through a modular AI content engine, built in collaboration with Google, Adobe, and Omi AI.
“This 2025 edition is L’Oréal’s boldest VivaTech yet,” said Barbara Lavernos, Deputy CEO of L’Oréal in charge of Research, Innovation, and Technology, in a company press release. “From longevity to creativity, these innovations redefine what beauty means in an AI-powered world.”
By integrating NVIDIA’s AI infrastructure across product development, content creation, and consumer experience, L’Oréal is not just keeping pace with digital transformation; it’s setting the bar for what beauty in the intelligent age can look like.
