L’Oréal is aiming to shake up the at-home beauty devices market with new skin and hair care innovations powered by infrared light technology.
The French beauty group’s new Light Straight + Multi-styler, LED Face Mask and LED Eye Masks will launch globally in 2027 and claim to offer “pioneering advancements in light technologies”.
L’Oréal unveiled the devices at the Consumer Electronics Show (CES) in Las Vegas, US, but it has not been confirmed which brands within the group’s portfolio they will launch under.
Light Straight + Multi-styler is a device which uses patented infrared light technology to straighten and style hair at reduced temperatures to better protect hair health.
The device’s glass plates never exceed 320°F and work in tandem with the near-infrared technology to style hair while reducing the risk of heat damage, claims the group.
The near-infrared light is said to reshape internal hydrogen bonds – the molecular structures that determine hair's shape and texture – to help “preserve hair, keeping the natural hair cuticle smoother, shinier and stronger”.
The device is also equipped with smart internal sensors with built-in proprietary algorithms and machine learning, adapting to the user's gestures to “maximise individual experience”.
L’Oréal Light Straight + Multi-styler
Guive Balooch, Global VP of Augmented Beauty and Open Innovation at L'Oréal Groupe, said Light Straight + Multi-styler “moves hairstyling beyond correction into prevention”.
He added: “Limiting cumulative heat exposure to help preserve the integrity of natural hair from the start, we are enabling consumers to protect their hair now and for the future.
“We believe this innovation sets a new standard in precision styling, not just upgrading, but redefining the entire hairstyling category."
Light Straight + Multi-styler is said to build on the patented technology powering L’Oréal Professionnel’s AirLight Pro hair dryer, which was unveiled at CES’ 2024 show.
L'Oréal LED Face Mask
L'Oréal also unveiled skin care device LED Face Mask – a flexible silicone mask (currently in prototype form) developed with LED device innovation leader iSmart.
The thin device integrates a skin-safe microcircuit to control the emission of two selected wavelengths of light – red light (630 nm) and near-infrared light (830 nm) – which the group said will work to help firm and smooth skin while evening out tone.
It offers ten-minute sessions, which are automatically timed for users.
L'Oréal said it believes its testing will show that “LED Face Mask combats visible signs of ageing like fine lines, sagging and uneven tone through targeted red light and near-infrared light”.
L’Oréal LED Eye Masks, meanwhile, are ultra-thin, wireless silicone patches designed for targeted under-eye rejuvenation.
Using professional-grade light therapy, they claim to deliver collagen-boosting and anti-inflammatory benefits directly to the eye area.
Talking about the innovations, Barbara Lavernos, Deputy CEO in charge of Research, Innovation and Technology at L'Oréal Groupe, said: “At L'Oréal, we have always believed that beauty is deeply connected to scientific discovery, a belief that has been central to our company since its inception over 115 years ago.
“Today, we tirelessly combine the latest scientific and technological breakthroughs with our creativity to craft innovative beauty experiences that are more effective and tailored to individual needs.
“This year, our pioneering advancements in light technologies at CES 2026 once again demonstrate our commitment to pushing the boundaries of new beauty solutions.”