The story of L’Oréal began with a bold idea that was ahead of its time, and the brand L’Oréal Paris emerged with the slogan 'Because I am worth it' in the 1970s, when women first began to assert themselves and their rights. L’Oréal Paris products became a means of self-expression. In the late 1990s and early 2000s, during the era of pop culture, the beauty ambassadors of L’Oréal Paris spoke from screens: 'I am worth it, and so are you.' Every woman could feel like a star, thanks to L’Oréal Paris products. In an era of globalization, when all borders are blurred, L’Oréal Paris declares: 'We all deserve it!' This slogan encapsulates the main idea: every person deserves the best for themselves – to be where they want to be, to look how they wish to look, to listen to their heart, to be true to themselves and their beliefs. In other words, to be oneself. Expanding boundaries, the brand L’Oréal Paris advocates for the democratization of beauty and opens access to cinematic art, grants for the development of personal brands among young designers, raises global awareness about daily self-care, creates unconventional makeup collections with renowned French designers, including Olivier Rousteing and Isabel Marant, and transforms fashion shows with global brand ambassadors into magical events where absolute beauty, Parisian fashion, and global trends intertwine.