At VivaTech, L’Oréal executives described four beauty tech trends shifting the industry toward hyper‑intelligent, more personalised routines: tools to decode and slow biological skin age, AI-powered consultation, bioengineered testing and ingredients including lab‑grown skin, and infrared light devices aimed at prevention rather than correction.
Decoding biological age — and aiming to slow it
L’Oréal presented on‑counter diagnostics that analyse skin biomarkers to detect signs of ageing before they surface and to predict how skin will respond to actives such as retinol. Guive Balooch, L’Oréal’s Global VP of Tech and Open Innovation, framed this work as part of eliminating what he calls the “auditioning process” in beauty—the trial and error that today defines many routines. Barbara Lavernos, Deputy Chief Executive Officer in charge of Research, Innovation and Technology at L’Oréal Groupe, said a clinical study‑backed line has been shown to slow the skin’s ageing trajectory and added, “We can not stop ageing – that’s impossible today.” She also said hair longevity is the next area of focus.
Beauty tech reshapes discovery with AI consults
AI is being used to deliver faster, more personalised beauty advice without replacing human expertise. Balooch noted there were “more than 280 million beauty and health‑related exchanges on ChatGPT in 2025,” and L’Oréal is deploying agentic AI tools such as L’Oréal Paris Beauty Genius on WhatsApp. That service provides expert analysis, tailored product recommendations and routines anchored by L’Oréal’s ‘Beauty Knowledge Graph’, which the company says is built on over a century of expertise. Executives argue responsible AI should enhance, not replace, the human voice and that platforms rooted in cosmetic science and validated by professionals can offer greater trust and inclusivity.
Bioengineering and virtual models rewrite product testing
AI and biotech are speeding ingredient and product development: L’Oréal is modelling promising actives with AI, using microorganisms and microalgae to create sustainable ingredients targeting skin ageing, and simulating formula combinations on virtual hair fibre models. Those hair models rely on L’Oréal’s universal hair classification scale and the company’s hair science database to map performance across textures. In partnership with the University of Oregon, L’Oréal has developed lab‑grown skin using advanced 3D printing; the company says the patented technology mimics human skin and allows researchers to measure biological changes beneath the surface, including collagen activity.
Infrared light moves beauty from correction to prevention
Lancôme showed an upcoming LED Face Mask and companion eye patches built from a 2mm‑thin, flexible transparent material to ensure close skin contact. The mask combines red (630 nm) and near‑infrared (830 nm) light to reduce inflammation and support collagen production, targeting fine lines, sagging and uneven tone. L’Oréal is also developing a device called Light Straight + Multi‑Styler, due in 2027, which uses near‑infrared technology to reconfigure hair’s internal hydrogen bonds rather than relying on high heat. Balooch called that product particularly inspiring, saying, “It’s a category that needed innovation,” and “With this, we’re not compromising anything.” Designed for every hair type and texture, the device reflects a push for performance without damage as multi‑stylers grow in popularity.
