There is no more ‘if’ when it comes to artificial intelligence (AI) taking over the beauty industry in 2025, as the sector increasingly embraces the rapidly advancing technology.
At the vanguard is French beauty giant L’Oréal, which has been leading the charge in integrating AI into its operations, products and beauty technology in recent years.
Whether it is creating skin diagnostic tools, teaming up with graphics card maker Nvidia, or backing AI-powered start-ups such as Noli – which delivers hyper-personalised product recommendations – the eagerness to tap into the cutting-edge from the Maybelline-owner is clear.
This move is wholly unsurprising, after L’Oréal also put all its chips on 'longevity beauty' as the new linchpin to its growth plans over the next few years – which AI is partly powering.
But how exactly is the business both utilising and benefiting from the technology, all while advancing its general capabilities at the same time?
Orchestrating this future is Guive Balooch, Head of Augmented Beauty & Open Innovation at L’Oréal Groupe, who is resolute in the “need” for AI at the brand owner and within the wider beauty industry.
“AI is moving [beauty] from being reactive to proactive in every category – in health, wellness, beauty and fitness,” says Balooch.
The L’Oréal veteran, who originally joined the business in 2007 and most recently served as its Global VP, shone a particular spotlight on the advancements AI can bring to skin care.
This is an area already being heavily tapped into by the business, with the idea of proactivity fuelling L’Oréal’s Cell BioPrint device – a diagnostic tool that can identify biomarkers of ageing specific to the user’s skin.
Balooch continues: “It is all about knowing what is coming so that you can more effectively and proactively take care of yourself and to get [the correct products for you].”
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