Leading position in the beauty market

As Alessandra Delfini, Country Managing Director of L’Oréal Hellas, emphasized, “Greece is not just another country where we operate commercially. It is our home.”

Reflecting on the company’s 56-year journey in Greece, Delfini noted that it has been marked by resilience, evolution and strong relationships of trust with Greek society.

Highlighting the company’s long-term strategy, she stressed that “through this longstanding presence, L’Oréal Hellas continues to invest steadily in innovation, sustainability and people, remaining committed to creating value with a meaningful social and environmental impact.”

She added that L’Oréal remains the market leader in Greece. Referring to current geopolitical developments and their impact on consumer behavior, Delfini said the company is closely monitoring global developments, while noting that the cosmetics market remained particularly dynamic in the first quarter of 2026.

Innovation – Technology – Sustainability

The company’s expansion into high-tech beauty devices was underscored by the presentation of L’Oréal’s first professional infrared hair dryer, combining faster drying, lower energy consumption and reduced hair damage through breakthrough technology developed in partnership with start-up Zuvi.

The product has already been launched internationally and has been available on the Greek market since January 2026. It is the second hair device introduced by L’Oréal, opening a new chapter in innovation and technological leadership.

Regarding its sustainability strategy, the company’s management noted that it has already achieved the use of 100% renewable energy sources across all its facilities in Greece. At the same time, it is implementing a gradual transition to a “green” vehicle fleet and optimizing transportation operations to significantly reduce Scope 3 emissions.

The company’s circular approach extends throughout every stage of the supply chain, from the reuse of promotional materials and cardboard boxes at its Distribution Center to the innovative collection of rainwater at local facilities to support biodiversity.

Special emphasis is also being placed on the “Join the Refill Movement” initiative, which has emerged as a key pillar of the new era of responsible beauty.

Through the development of refill products and the implementation of sustainable eco-design practices, L’Oréal Hellas aims to redefine the consumer’s relationship with beauty products, turning refilling into an everyday, conscious choice.

Among the company’s priorities is also the creation of urban micro-forests, a flagship program that continues to expand with the completion of a second micro-forest in the municipality of Perama and the planned launch of a third in the municipality of Thessaloniki in the coming months.

Jean-Paul Agon: Athens Was My Leadership School

As part of the presentation, the company premiered the documentary film “56 Years of Beauty in Greece,” directed by filmmaker Serafeim Dousias, a cinematic journey through the history of L’Oréal Hellas from 1970 to the present through images, memories and personal stories.

As Jean-Paul Agon, Chairman of L’Oréal Group, described it, “In Athens, I learned every aspect of the business — marketing, sales, human resources, finance, everything. That experience was my leadership school. I took over the company in 1981 at the age of 24, and the Greek subsidiary was in a difficult position. Personally, I saw it as a great adventure and a wonderful opportunity.”

He added: “My surname, Agon, was in fact the Greek word ‘agon’ — the spirit of struggle, competition and challenge — which suits me perfectly.”