It’s no time to go quiet on sustainability. Just ask beauty giant L’Oréal

Fortune

by Kamal Ahmed

February 19, 2026

AI-Generated Deep Dive Summary

L’Oréal is proving that sustainability doesn’t have to come at the expense of profits, with its innovative approach to integrating eco-friendly practices into its business model. The beauty giant has embraced a strategy called "dual excellence," which combines environmental responsibility with economic growth. By creating products like the Water Saver showerhead—a device that uses 70% less water—L’Oréal demonstrates how sustainability can drive efficiency and appeal to environmentally conscious consumers. This approach not only helps protect the planet but also boosts customer engagement and attracts new markets, all while maintaining profitability. The shift toward sustainable business practices is particularly relevant in today’s economic climate. While many companies scaled back on environmental initiatives during the COVID-19 pandemic and amid political pushback against climate policies, L’Oréal has doubled down on its sustainability efforts. The company recognizes that consumers are increasingly prioritizing products with a lower environmental footprint, especially when those products also offer cost savings or innovative features. By framing sustainability as a core business strategy, L’Oréal is setting itself apart in the market. L’Oréal’s commitment to sustainability extends beyond individual products to broader industry challenges like packaging innovation. The company has set ambitious goals, such as making 100% of its plastic packaging reusable, refillable, recyclable, or compostable. Through partnerships with startups and research institutions, L’Oréal is exploring cutting-edge solutions, including materials made from sugarcane, plant fibers, and even seaweed-based packaging. These initiatives not only address environmental concerns but also signal to the innovation ecosystem what kinds of sustainable solutions are

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Originally published on Fortune on 2/19/2026