Two years later, in 1909, Schueller set up a company and named it ‘Societe Francaise de Teintures inoffensives pour Cheveux’. The company manufactured the hair dye in Schueller home and sold it under the brand name Aureole.
After manufacturing and selling the cosmetics products in Paris for a few years, Schueller started exporting to other European countries like Holland, Austria, and Italy.
Starting with a capital of 135,000 francs it was transformed into a limited-liability company in 1939 by a merger with Fonciere Driant under the name Societe l’Oreal which as an adaptation of one of the brands ‘L-Aureole’.
In 1963, L’Oreal became a publicly traded company. It has transformed from a french company in the early 1900s to a global titan in the 2000s. Its product range included makeup, perfume, and hair and skin care products, which were tailored according to the consumer needs.
In 1996, L’Oreal purchased US cosmetic giant Maybelline and in 2001 purchased both Japan’s Shu Uemura and Kiel’s of the United States.
By 2003 the L’Oreal group had entered 130 countries, through its 290 subsidiaries and around a hundred agents. The company is active in three main sectors: cosmetics, dermatology and pharmacy.
History of L’Oreal of France
