Press Release | July 26, 2023

L’Oréal to Keynote at CES 2024 - Defining the Next Era of Beauty Tech

Patrick Pannett
The Consumer Technology Association (CTA)® today announced that L’Oréal CEO Nicolas Hieronimus will deliver the first-ever keynote from a beauty company at CES® 2024. A nine-time CES Innovation Award honoree, L'Oréal's keynote will demonstrate how the company’s ongoing technology transformation ensures that it remains prepared for a future of its business that is at once physical, digital and virtual. 

L’Oréal’s keynote will showcase the role that sustainable, accessible and inclusive beauty tech plays in driving positive impact at an individual and collective level, from a sustainable showerhead that leverages rocket technology to conserve water and AI-powered mobile applications that provide skincare guidance to augmented reality makeup try-ons and new codes and forms of beauty expression in virtual environments. L’Oréal knows that technology, powered by advanced data and AI capabilities, is an essential tool for creating powerful new connections and experiences for its consumers by solving their long-standing beauty challenges and offering them limitless tools for discovery, self-expression and personalization. 

“Beauty is a timeless pursuit and technology adds to its enjoyment while unlocking a world of possibilities,” said Nicolas Hieronimus, CEO, L’Oréal Groupe. “The first wave of beauty tech changed how people discover, evaluate and buy beauty products. More recently, we’ve seen how it can better serve the underserved, by democratizing skin health and increasing access to self-expression through innovations like HAPTA for people with limited arm mobility. This is just the beginning. L’Oréal envisions a future where no one feels left out by beauty trends, because they will have the power to create their own trends – whenever, wherever – with products and tools inspired by their own stories, experiences and identity.”  

L'Oréal, which has unveiled new consumer technology at CES every year for nearly a decade, released its inclusive beauty tech innovation HAPTA at CES 2023. The world’s first handheld computerized makeup applicator, this motion-stabilizing device assists those who have difficulty raising their arms due to limited mobility issues, people with limited grip strength, and anyone with limited wrist mobility who may find it difficult to get a comfortable angle when applying lipstick or mascara.  

“We are thrilled to welcome our first beauty company to the keynote stage to highlight innovation in the beauty tech category,” said Gary Shapiro, president and CEO, Consumer Technology Association. “L’Oréal has a powerful story to tell of its vision for what’s next for beauty, and how technology enables it to meet the needs of its consumers and outperform the beauty industry today and prepare it for the consumer revolutions of the future.” 

Earlier award-winning highlights from L'Oréal at CES include wearables for detecting one’s individual exposure to the sun’s harmful rays and handheld devices that dispense personalized makeup and haircolor at home. Over the years, L’Oréal has built a powerful global ecosystem of technology partnerships with startups, tech powerhouses and academic institutions, has invested billions in its in-house research and innovation capabilities, and invested in a worldwide network of startups through its Open Innovation model, through startup accelerators like Station F in France and through its BOLD venture capital fund.  

LOGISTICS: Nicolas Hieronimus speaks following the CTA State of the Industry Address at 8:30 a.m. PT on January 9, 2024, in the Palazzo Ballroom at the Venetian.  

For the latest information on CES 2024, visit


About CES: 
CES® is the most powerful tech event in the world – the proving ground for breakthrough technologies and global innovators. This is where the world's biggest brands do business and meet new partners, and the sharpest innovators hit the stage. Owned and produced by the Consumer Technology Association (CTA)®, CES features every aspect of the tech sector. CES 2024 will take place Jan. 9-12, 2024 in Las Vegas. Learn more at and follow @CES on social.  

About Consumer Technology Association: 
As North America’s largest technology trade association, CTA® is the tech sector. Our members are the world’s leading innovators – from startups to global brands – helping support more than 18 million American jobs. CTA owns and produces CES® – the most powerful tech event in the world. Find us at Follow us @CTAtech

About L’Oréal: 
For over 110 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 inclusive, ethical, generous and committed to social and environmental sustainability. With our broad portfolio of 36 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 87,400 committed employees, a balanced geographical footprint and sales across all distribution networks (e-commerce, mass market, department stores, pharmacies, hair salons, branded and travel retail), in 2022 the Group generated sales amounting to 38.26 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 5,500 tech and digital professionals, L’Oréal is focused on inventing the future of beauty and becoming a Beauty Tech powerhouse. 

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