L'Oreal: AI is reshaping how Chinese consumers buy beauty products
More than 70 percent of Chinese consumers use AI-related information when purchasing beauty products, nearly double the global average of 40 percent. L'Oreal's leadership disclosed the figure at a Shanghai press meeting, underscoring China's position as the world's most AI-engaged beauty market.
Vincent Boinay, president of L'Oreal North Asia and CEO of L'Oreal China, said AI applications have reshaped how consumers search for information, compare products, and make purchases. The shift has accelerated both digital transformation and research and development across the industry.
Market performance and expansion
L'Oreal retained its top market share in China's beauty sector in 2025 and posted mid-to-high single-digit growth in the first quarter. All four core divisions delivered steady growth: luxury cosmetics held 30 percent of its segment, skin science beauty logged 19 percent year-on-year growth, while L'Oreal Paris and Kerastase led their respective categories.
The company opened more than 150 new stores in the past year, with smaller cities growing faster than first and second-tier cities. L'Oreal ranked first across all major e-commerce platforms.
AI efficiency gains in operations
L'Oreal launched its "AI for Beauty" strategy, applying AI across research and development, consumer services, and internal operations. The results are measurable: beauty formula testing that once took two months now takes two hours using intelligent tools.
Externally, AI powers smart skin consultations and product matching. Internally, it boosts operational efficiency across the organization.
R&D investment and supply chain
L'Oreal's Chinese team developed over 300 new formulas in 2025 and obtained 94 patents, accounting for 15 percent of the group's global total. The company is positioning China as a global innovation hub.
The Suzhou factory, L'Oreal's largest production base worldwide, marked its 30th anniversary this year. An intelligent operation center is operational there, and a new center in Nantong will break ground in 2026 to support e-commerce growth.
What sales professionals should know
For sales teams, the data signals a market where AI-informed consumers expect personalized recommendations and product matching. Consumer behavior has shifted toward digital-first research before purchase decisions.
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