L’Oréal Paris is where it all began. In 1909, young chemist Eugène Schueller created an innovative hair dye formula for Parisian hairdressers, laying the foundation of what would become the world’s leading beauty company, L’Oréal Groupe. Today L’Oréal Paris is its flagship brand, bringing science-backed beauty to millions through hair colour, hair care, skin care, makeup and fragrance. Its famous “Because I’m Worth It” tagline, created in 1973, celebrates self-worth and confidence.