L'Oreal's Guive Balooch on future-proofing beauty
L'Oréal Groupe
's investments in its innovation hub and the products born from it reflect the company's commitment to future-proofing.
Leading this journey is
Guive Balooch
, the global managing director of
Augmented Beauty
and Open Innovation at L'Oréal Groupe. With nearly two decades at the company, Balooch has spent 13 years building its technology incubator, now known as Augmented Beauty, working at the intersection of science, design and brand. This is where engineers and scientists collaborate closely with marketers and creative heads to push the boundaries of what beauty can be.
'We don't want to just make great tech. We want great beauty products powered by tech,' Balooch tells Brand Equity.
Startups, science and scaling ideas
Startup partnerships form a vital part of L'Oréal's innovation pipeline. These collaborators bring expertise from fields such as agriculture, wellness, health and robotics. In return, the beauty giant offers formulation knowledge, product development capabilities and access to its powerful brand ecosystem.
Whether it is leveraging biotechnology, creating inclusive beauty-tech solutions or forging new external partnerships, Balooch's role is to explore what's next. But unlike the modern marketer who lives by the rhythm of memes and moment marketing, Balooch works on timelines that span months or even years. 'I wake up with 50% optimism, 50% anxiety,' he shares.
That emotional balancing act is the reality of innovation at scale, especially when developing products and services is an important mix in the company's portfolio. Whether it is inventing the AirLight Pro, an infrared hairdryer that saves energy, or formulating biotech-driven ingredients through collaborations with startups like Debut Bio, the work involves navigating unknown territory.
Timing is everything
According to Balooch, it is critical to include marketing teams in the product development journey. However, timing it right is an art. 'Bring them in too early and we might be working with an unproven skeleton. Too late, and we lose time aligning with brand vision,' he says.
The sweet spot, he explains, is when the technology is tested enough to solve a real problem, but is still flexible enough to adapt with brand input.
A perfect example is Cell BioPrint, L'Oréal's biological diagnostic tool that measures skin biomarkers in minutes. 'It took years to get the science and hardware right before we even spoke to a brand,' he recalls.
Not just another shiny toy
Balooch believes beauty tech is quickly becoming mainstream, especially when it delivers clear, tangible value. 'Our shade finder tools and biological diagnostics are no longer gimmicks. They're converting to business because they solve real confusion for consumers.'
In a category where inclusivity has long been a cornerstone, the rise of beauty-tech brings accessibility into sharper focus. For L'Oréal, that means ensuring its AI tools work seamlessly across all skin tones by building diverse datasets. 'It sounds simple, but it's hard. Yet crucial,' Balooch emphasises.
Beauty tech also enables hyper-personalisation, tailoring products to individual biology. 'Biology is not biased. By focusing on your skin's actual needs, we can be truly inclusive.'
Services like Beauty Genius and virtual try-ons allow consumers in remote areas, or with limited access to physical retail, to engage with its brands.
Purposeful innovation
When asked what the most challenging part of his job is, Balooch replies: 'Choosing the right problems to solve and transforming innovation into scale.'
It takes patience, resilience and the ability to work across multiple departments, from legal and marketing to R&D. 'It takes a village,' he says. 'And a team that truly believes.'
The innovation closest to his heart is Hapta, a
smart makeup applicator
designed for people with hand and arm mobility challenges. The device was launched with Lancôme during the 2024 Olympics and will roll out globally soon.
Balooch sums up his mission simply: 'Our goal isn't to make cool products. It's to make beauty more precise, more inclusive and more personal. That's the future we're building.'
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Time of India
4 days ago
- Time of India
L'Oreal's Guive Balooch on future-proofing beauty
While the four Ps of marketing have evolved over time, product remains at the top of the funnel, even for legacy brands. L'Oréal Groupe 's investments in its innovation hub and the products born from it reflect the company's commitment to future-proofing. Leading this journey is Guive Balooch , the global managing director of Augmented Beauty and Open Innovation at L'Oréal Groupe. With nearly two decades at the company, Balooch has spent 13 years building its technology incubator, now known as Augmented Beauty, working at the intersection of science, design and brand. This is where engineers and scientists collaborate closely with marketers and creative heads to push the boundaries of what beauty can be. 'We don't want to just make great tech. We want great beauty products powered by tech,' Balooch tells Brand Equity. Startups, science and scaling ideas Startup partnerships form a vital part of L'Oréal's innovation pipeline. These collaborators bring expertise from fields such as agriculture, wellness, health and robotics. In return, the beauty giant offers formulation knowledge, product development capabilities and access to its powerful brand ecosystem. Whether it is leveraging biotechnology, creating inclusive beauty-tech solutions or forging new external partnerships, Balooch's role is to explore what's next. But unlike the modern marketer who lives by the rhythm of memes and moment marketing, Balooch works on timelines that span months or even years. 'I wake up with 50% optimism, 50% anxiety,' he shares. That emotional balancing act is the reality of innovation at scale, especially when developing products and services is an important mix in the company's portfolio. Whether it is inventing the AirLight Pro, an infrared hairdryer that saves energy, or formulating biotech-driven ingredients through collaborations with startups like Debut Bio, the work involves navigating unknown territory. Timing is everything According to Balooch, it is critical to include marketing teams in the product development journey. However, timing it right is an art. 'Bring them in too early and we might be working with an unproven skeleton. Too late, and we lose time aligning with brand vision,' he says. The sweet spot, he explains, is when the technology is tested enough to solve a real problem, but is still flexible enough to adapt with brand input. A perfect example is Cell BioPrint, L'Oréal's biological diagnostic tool that measures skin biomarkers in minutes. 'It took years to get the science and hardware right before we even spoke to a brand,' he recalls. Not just another shiny toy Balooch believes beauty tech is quickly becoming mainstream, especially when it delivers clear, tangible value. 'Our shade finder tools and biological diagnostics are no longer gimmicks. They're converting to business because they solve real confusion for consumers.' In a category where inclusivity has long been a cornerstone, the rise of beauty-tech brings accessibility into sharper focus. For L'Oréal, that means ensuring its AI tools work seamlessly across all skin tones by building diverse datasets. 'It sounds simple, but it's hard. Yet crucial,' Balooch emphasises. Beauty tech also enables hyper-personalisation, tailoring products to individual biology. 'Biology is not biased. By focusing on your skin's actual needs, we can be truly inclusive.' Services like Beauty Genius and virtual try-ons allow consumers in remote areas, or with limited access to physical retail, to engage with its brands. Purposeful innovation When asked what the most challenging part of his job is, Balooch replies: 'Choosing the right problems to solve and transforming innovation into scale.' It takes patience, resilience and the ability to work across multiple departments, from legal and marketing to R&D. 'It takes a village,' he says. 'And a team that truly believes.' The innovation closest to his heart is Hapta, a smart makeup applicator designed for people with hand and arm mobility challenges. The device was launched with Lancôme during the 2024 Olympics and will roll out globally soon. Balooch sums up his mission simply: 'Our goal isn't to make cool products. It's to make beauty more precise, more inclusive and more personal. That's the future we're building.'
Time of India
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- Time of India
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While the four Ps of marketing have evolved over time, product remains at the top of the funnel, even for legacy brands. L'Oréal Groupe 's investments in its innovation hub and the products born from it reflect the company's commitment to future-proofing. Leading this journey is Guive Balooch , the global managing director of Augmented Beauty and Open Innovation at L'Oréal Groupe. With nearly two decades at the company, Balooch has spent 13 years building its technology incubator, now known as Augmented Beauty, working at the intersection of science, design and brand. This is where engineers and scientists collaborate closely with marketers and creative heads to push the boundaries of what beauty can be. Finance Value and Valuation Masterclass - Batch 4 By CA Himanshu Jain View Program Artificial Intelligence AI For Business Professionals Batch 2 By Ansh Mehra View Program Finance Value and Valuation Masterclass - Batch 3 By CA Himanshu Jain View Program Artificial Intelligence AI For Business Professionals By Vaibhav Sisinity View Program Finance Value and Valuation Masterclass - Batch 2 By CA Himanshu Jain View Program Finance Value and Valuation Masterclass Batch-1 By CA Himanshu Jain View Program 'We don't want to just make great tech. We want great beauty products powered by tech,' Balooch tells Brand Equity. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Become Fluent in Any Language Talkpal AI Undo Startups, science and scaling ideas Startup partnerships form a vital part of L'Oréal's innovation pipeline. These collaborators bring expertise from fields such as agriculture, wellness, health and robotics. In return, the beauty giant offers formulation knowledge, product development capabilities and access to its powerful brand ecosystem. Whether it is leveraging biotechnology, creating inclusive beauty-tech solutions or forging new external partnerships, Balooch's role is to explore what's next. But unlike the modern marketer who lives by the rhythm of memes and moment marketing, Balooch works on timelines that span months or even years. Live Events 'I wake up with 50% optimism, 50% anxiety,' he shares. That emotional balancing act is the reality of innovation at scale, especially when developing products and services is an important mix in the company's portfolio. Whether it is inventing the AirLight Pro, an infrared hairdryer that saves energy, or formulating biotech-driven ingredients through collaborations with startups like Debut Bio, the work involves navigating unknown territory. Timing is everything According to Balooch, it is critical to include marketing teams in the product development journey. However, timing it right is an art. 'Bring them in too early and we might be working with an unproven skeleton. Too late, and we lose time aligning with brand vision,' he says. The sweet spot, he explains, is when the technology is tested enough to solve a real problem, but is still flexible enough to adapt with brand input. A perfect example is Cell BioPrint, L'Oréal's biological diagnostic tool that measures skin biomarkers in minutes. 'It took years to get the science and hardware right before we even spoke to a brand,' he recalls. Not just another shiny toy Balooch believes beauty tech is quickly becoming mainstream, especially when it delivers clear, tangible value. 'Our shade finder tools and biological diagnostics are no longer gimmicks. They're converting to business because they solve real confusion for consumers.' In a category where inclusivity has long been a cornerstone, the rise of beautytech brings accessibility into sharper focus. For L'Oréal, that means ensuring its AI tools work seamlessly across all skin tones by building diverse datasets. 'It sounds simple, but it's hard. Yet crucial,' Balooch emphasises. Beauty tech also enables hyperpersonalisation, tailoring products to individual biology. 'Biology is not biased. By focusing on your skin's actual needs, we can be truly inclusive.' Services like Beauty Genius and virtual try-ons allow consumers in remote areas, or with limited access to physical retail, to engage with its brands. Purposeful innovation When asked what the most challenging part of his job is, Balooch replies: 'Choosing the right problems to solve and transforming innovation into scale.' It takes patience, resilience and the ability to work across multiple departments, from legal and marketing to R&D. 'It takes a village,' he says. 'And a team that truly believes.' The innovation closest to his heart is Hapta, a smart makeup applicator designed for people with hand and arm mobility challenges. The device was launched with Lancôme during the 2024 Olympics and will roll out globally soon. Balooch sums up his mission simply: 'Our goal isn't to make cool products. It's to make beauty more precise, more inclusive and more personal. That's the future we're building.'
The Wire
19-06-2025
- The Wire
L'Oréal Showcases New Frontiers of Beauty Powered by North Asia Open Innovation at Viva Tech
SHANGHAI, June 19, 2025 /PRNewswire/ -- On June 12, L'Oréal showcased its fast-evolving North Asia open innovation ecosystem at Viva Technology in Paris, through a dedicated forum themed "New Frontiers of Beauty Powered by North Asia Open Innovation." The event brought together top startups from China, Japan, and South Korea — standout performers from the L'Oréal Big Bang Beauty Tech Innovation Program (Big Bang)— alongside ecosystem partners from government, media, industrial parks and innovation hubs. This marks a key milestone as L'Oréal's regional collaboration model takes the global stage. The forum explored regional innovation trends and L'Oréal's beauty tech strategy, highlighting how the Big Bang program is helping scale cross-border partnerships. With winning startups now co-developing next-generation solutions with L'Oréal, the North Asia open innovation model is quickly growing from a regional catalyst into a global innovation accelerator. "L'Oréal is born from science, and to continue to push Beauty frontiers, we believe in the power of co-creation, collaboration and co-innovation with the external world," said Barbara Lavernos, Deputy CEO in charge of Research, Innovation and Technology at L'Oréal Groupe. "Big Bang is at the heart of our open innovation strategy in North Asia. It connects us with dynamic startups, fostering cross-industry collaboration and accelerating the development of disruptive solutions. The success of this model has inspired its expansion across other regions, amplifying our open innovation impact globally." A key highlight of the forum was a roundtable discussion that explored real-world applications of open innovation, regional strengths, and emerging trends shaping the future of beauty tech. The session featured three top-performing startups from L'Oréal's Big Bang program: • Veminsyn, a Chinese biotech startup, recently gained a strategic investment earlier this year. The co-founder Yufan Li pointed out : "L'Oréal brings not just capital, but scientific depth and global insight, it helped us turn a technical breakthrough into something with global potential." • TheSEA, a Generative AI company in Japan, also the winner of 2024 Big Bang "Phygital Consumers Experience" track. "L'Oréal's deep understanding of consumer needs has been instrumental in shaping our developments. We've found the ideal market where our technology can truly thrive," said co-founder and CEO Yanjin Li. • ASLEEP, a South Korea-based AI sleep-tech firm, directly benefiting from Big Bang North Asia ecosystem. The company was introduced to L'Oréal at 2023 Viva Tech through Big Bang Korea Partner Ministry of SMEs and Startup, then gained the co-creation opportunity with L'Oréal Korea. "I've personally experienced and witnessed the impact of this open innovation ecosystem," said Dongheon Lee, founder and CEO, "L'Oréal combines the robust resources of a beauty giant with the astonishing speed of a 'Unicornus Rex'." "What I find particularly unique about the ecosystem in North Asia is the strong connection between innovation creation and its design for scaling. This interconnectedness is well demonstrated within this ecosystem. " said Guive Balooch, Global Managing Director, Augmented Beauty & Open Innovation at L'Oréal Groupe. " By merging these innovations with our beauty expertise, we can create significant disruptions in response to consumer demands for enhanced performance, not just in Asia but globally. " With initiatives like Big Bang serving as a conduit, the open innovation ecosystem in North Asia leverages the complementary strengths of China, Japan, and South Korea — from technology and industrial supply chains to market reach. By linking regional capabilities to global platforms such as Viva Tech, L'Oréal is transforming local innovation into a launchpad for global impact. During the event, L'Oréal ingeniously utilized advanced AI-generated virtual host technology fueled by the rapid growth of China's e-commerce, from sister company of the winner of 2023 Big Bang Tabcut. Successfully "exported" this technology from Chinese livestreaming room to a global stage. "Our North Asia Open innovation ecosystem originated with the Big Bang program pilot back in 2020. Now it has grown into a robust open innovation ecosystem, continuously powering beauty innovation," said Lan Zhenzhen, Chief CA&E Officer for L'Oréal North Asia and China. "The open innovation ecosystem that derived from Big Bang is now a strong engine that powers the new frontiers of beauty tech. We welcome more partners to join us and co-create the beauty that moves the world." About L'Oréal Groupe For 115 years, L'Oréal, the world's leading beauty player, has devoted itself to one thing only: fulfilling the beauty aspirations of consumers around the world. Our purpose, to create the beauty that moves the world, defines our approach to beauty as essential, inclusive, ethical, generous and committed to social and environmental sustainability. With our broad portfolio of 37 international brands and ambitious sustainability commitments in our L'Oréal for the Future programme, we offer each and every person around the world the best in terms of quality, efficacy, safety, sincerity and responsibility, while celebrating beauty in its infinite plurality. With more than 90,000 committed employees, a balanced geographical footprint and sales across all distribution networks (e-commerce, mass market, department stores, pharmacies, perfumeries, hair salons, branded and travel retail), in 2023 the Group generated sales amounting to 41.18 billion euros. With 20 research centers across 11 countries around the world and a dedicated Research and Innovation team of over 4,000 scientists and 6,400 Digital talents, L'Oréal is focused on inventing the future of beauty and becoming a Beauty Tech powerhouse. About L'Oréal North Asia Zone L'Oréal North Asia Zone was established in 2021 as L'Oréal Groupe regrouped the geographical scope of its zones to give greater coherence to consumer behaviors and to create synergy within the region. The North Asia Zone comprises of five geographically and culturally connected markets of Mainland China, Hong Kong Taiwan Region, Korea and Japan. Situated in the most beauty intense region with more than one-third of the world's total beauty consumers, L'Oréal North Asia shapes the future of beauty with its innovation centers in Shanghai, Tokyo and Seoul, while investing in beauty tech transformation as one of the three beauty tech hubs globally. Here, our mission is to strategize, create and activate a powerful ecosystem around the North Asia markets as a competitive edge to unleash sustainable growth for all and inspire the world. About L'Oréal China L'Oréal, the world's largest beauty company, entered Chinese mainland in 1997. L'Oréal China is headquartered in Shanghai and has five offices across the country. L'Oréal China currently has 32 brands and one R&I center in China, as well as two factories in Suzhou and Yichang, owning more than 15,000 employees. After 28 years of high-quality, steady and sustainable growth, China has become the second-largest market in the world, the headquarter of the North Asia "Beauty Triangle", and one of three Beauty Tech Hubs worldwide. As a benchmark foreign enterprise in China, L'Oréal has continuously increased its investments in innovation, society, people, and ecosystem. It also collaborates with partners to explore innovative models, set industry standards, and integrate resources, driving high-quality development of China's beauty industry. L'Oréal founded the Group's first venture capital firm of regional markets in China, "Shanghai Meicifang Investment Co., Ltd". L'Oréal Group's first self-build smart fulfillment center has been officially opened in Suzhou. Meanwhile, as one of the best corporate citizens in China, L'Oréal China has always implemented and kept the "L'Oréal for the Future Sustainable Development Commitment 2030" in mind. China is L'Oréal's first market to reach 100% renewable energies for its sites. L'Oréal China also actively contributes to the development of Chinese society through diverse CSR programs that empower women, youth, and vulnerable communities. About Venminsyn Winner of L'Oréal BIG BANG 2023, invested by L'Oréal in 2025. Co-founded by multiple PhDs from Peking University (State Key Laboratory of Protein and Plant Gene Research) and Tsinghua University (Key Laboratory of Industrial Biocatalysis), Veminsyn is a biotechnology company rooted in synthetic biology and driven by cutting-edge scientific innovation. It utilizes AI and biotechnology to discover natural active ingredients, creating innovative raw materials that offer both excellent performance and environmental sustainability. About TheSEA: Winner of L'Oréal BIG BANG 2024, collaborating with L'Oréal China on Ecommerce product page. TheSEA is a generative AI startup based in Tokyo, pioneering the world's first fully AI-driven visual generation technology. Their technology enhances creative production efficiency and enables commercial-scale visual mass production, while maintaining high-quality output through fine-grained AI control. From generating entire scenes to auto-completing finished visuals, its AI autopilot system is designed to meet the unique needs of the beauty industry. About Asleep Winner of L'Oréal BIG BANG 2024, collaborating with L'Oréal's brand LRP. Asleep Co., Ltd. is a sleep AI company, transforming sleep tracking into a non-wearable solution with cutting-edge sound-based AI, achieving 94% of the performance of hospital-grade polysomnography tests. Asleep Track is the world's first sleep tracking SaaS, seamlessly integrating advanced sleep tracking features into clients' apps. More information on (Disclaimer: The above press release comes to you under an arrangement with PRNewswire and PTI takes no editorial responsibility for the same.). This is an auto-published feed from PTI with no editorial input from The Wire.
