PARIS — L’Oréal Paris, the world’s top-ranked beauty brand, is out to conquer the skin care category again.
To help do that, the brand updated its iconic Revitalift Filler Hyaluronic Acid anti-wrinkle serum. It currently is the bestselling serum worldwide, with one sold every four seconds.
The new product, out starting this week, is called Revitalift Hyaluronic Acid & PDRN+ anti-wrinkle plumping serum.
In 2025, L’Oréal Paris encountered headwinds in its two biggest skin care hubs, China and Europe, which resulted in a soft year for the brand overall.
Some well-received innovations, such as Laser Eye Bag Eraser, Age Perfect Duo Serum and Revitalift Glass Skin Liquid Cream and Glass Skin Hydrogel Glow Mask, have led to a progressive turnaround. However, L’Oréal Paris’ skin care sales growth remains softer than the category’s, which last year was 3.5 percent.
“We are doing well,” said Laetitia Toupet, global brand president of L’Oréal Paris, of the business overall. “We’re beating the market in all the regions, all the categories — except skin care.”
The brand’s sales have already surpassed the 7-billion-euro mark. L’Oréal Paris is “heading for 10 billion euros,” Toupet said. She’s confident that is achievable for myriad reasons.
“We have a very strong mission of empowering women, which really resonates in today’s world of elevating [their] role in society, and helping them be what they want to be,” Toupet said. “The way we get there is with this very strong frame of being a pioneer in science, very innovative, feminine and feminist.”
Innovation is consumer-centric, she continued. “Our idea is to pioneer science to build worth,” Toupet said, echoing the brand’s tagline “Because You’re Worth It.”
She said this is true for all product categories. “It’s always having in mind: How can I do incredible innovation that transforms the beauty of women in order to empower them. So [there’s] this idea of science that makes you feel incredible, that you’re unstoppable,” Toupet said, highlighting recent innovations for hair and makeup, such as L’Oréal Elvive Collagen Lifter and Telescopic Extensionist Mascara as examples.
She underlined another strength of L’Oréal Paris: its inclusivity.
“We have such a large scale and 21 research centers around the world with which we work,” she said, noting that results in the brand gaining data and knowledge. “The way we formulate our products and innovate can match and be designed to fit the needs across the world.”
Today, L’Oréal Paris is the top-ranking face care brand globally, in all channels. It’s also first in antiaging.
The brand has a clear aim. “As the number-one beauty brand, we want to pioneer science in order to transform the skin,” she said. “Our vision is to be able to bring new science that can give instant, visible results that empower women and boost their confidence, as well as long-term proven efficacy on all skin types.”
Toupet said L’Oréal Paris uses the best French savoir-faire and art of formulation, which includes creating and selecting top active ingredients used in aesthetic procedures and are powered by transformative textures.
“The ingredients are selected through AI in order to be able to answer the needs of every single skin [type] in the world,” Toupet said.
L’Oréal Paris’ Revitalift Filler Hyaluronic Acid anti-wrinkle serum’s formulation has three types of hyaluronic acid — micro, to instantly plump skin, and two types of macro — each one acting on different epidermis layers to target glow, hydration, plumping and fine lines.
“The powerful renovation is powering these three HAs with PDRN,” Toupet said, referring to polydeoxyribonucleotide, skin care’s latest “It” ingredient, from South Korea. PDRN is used in aesthetic procedures, as well, to give fast results, like glow or “glass skin.”
She described such instant beautification as transformative.
Generally, PDRN comes from salmon sperm DNA extract, known for its regenerative properties, but what’s used in the L’Oréal Paris product comes from biotechnology and is proprietary.
“It can mimic the DNA of your skin,” Toupet said.
Revitalift Hyaluronic Acid & PDRN+ anti-wrinkle plumping serum marks the first time Kendall Jenner will front skin care for L’Oréal Paris. She’s photographed in a natural way, with light makeup and retouching.
Kendall Jenner for L’Oréal Paris.
Courtesy of L’Oréal Paris
“She’s a very empowering woman and demanding on her skin. So it’s a proof that this product was designed to answer the needs of all women in the world, [including] the most demanding ones,” Toupet said. “A lot of women do procedures now, but for every day they need products that not only mimic what procedures do, but that complete their routine and [give] amazing skin.”
The campaign also shows the science behind the product, including how clinical tests and formulations are carried out, and GEO content.
Such a product update is strategic for L’Oréal Paris. “The idea in the future is: When we have very loyal consumers, how do we keep on upgrading our icons with the latest technology?” Toupet said.
Revitalift Hyaluronic Acid & PDRN+ Anti-Wrinkle Plumping Serum is hitting European markets this week. It will then roll out to parts of Asia and the Middle East between October and January 2027.
A 30-ml. bottle retails for around 19.90 euros.
“My objective, beyond numbers, is to be able to be a success in every single country,” Toupet said. “Also, we want to beat the market again in skin care.”
