Behind the brand: L’Oréal Professionnel

The invention of hair colour

The story of L’Oréal Professionnel began in the early 20th Century when Eugène Schuller, a young chemist, formulated a hair dye that was safe to use by professionals in the salon and – groundbreakingly – for women to use at home. From a humble Parisian apartment, he created a world of choice in hairdressing that hadn’t existed before.

Led by science, loved by clients

Fast forward to the 21st Century and L’Oréal Professionnel continues to push boundaries in innovation with science, research, and development at its core. Offering salon-quality haircare that’s on-trend, L’Oréal’s formulations are recommended by the pros to their clients to maintain a flawless look between appointments.

Create your unique routine

Série Expert lets you achieve salon-worthy results effortlessly. From much-loved collections like Blondifier, Curl Expression, and Scalp Advance to the patented Absolut Repair or game-changing Metal Detox that neutralises the effects of hard water, L’Oréal Professionnel is always at the forefront of haircare and at the top of beauty lovers’ lists.

A lighter environmental footprint

The brand’s pioneering spirit extends to its sustainability efforts, which prioritise a reduction in water usage by treating and reusing the water used in production. 90% of L’Oréal Professionnel products are created using 100% renewable energy and the brand aims for 100% of plastic packaging to be recyclable, reusable or compostable by 2030.