L’Oréal Paris Is the World’s Most Valuable Cosmetics Brand — Five Things You Didn’t Know About Them

Winging the red carpet with @karliekloss ?? thank you Voluminous Superstar liner ✌?️ #lorealmakeup #lorealcannes2016 #superstar

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They’re so worth it. London-based consultancy Brand Finance named L’Oréal Paris the world’s most valuable cosmetics brand, according to Royalty Relief, the consultancy’s methodology. L'Oréal Paris — whose spokespeople include Jennifer Lopez, Karlie Kloss and Diane Keaton — touts an investment in trends and technology, its digital evolution and the trust that consumers have in the brand. It’s all part of why the brand is doing so well, Brand Finance analyst Emilie Milton-Stevens told Fashionista.

While it’s no secret that L’Oréal Paris is one of the world’s bestselling beauty brands (the company’s total value is $13.7 billion, according to Royalty Relief), how much do you really know about your favorite makeup powerhouse? Scroll down for five little-known L’Oréal facts!

1. The brand has scientific roots.

L’Oreal Paris is part of the L’Oreal Group, founded by chemist Eugéne Schueller, who began pushing his own hair dyes to hairdressers in 1909.

2. They have many firsts.

L’Oréal is a pioneer for many products: In 1933, the market’s primary soap-free shampoo, Dopal, hit shelves. Oréol, a “cold perm” that created natural-looking curls, became available in 1945. Obao, a foam bath inspired by Japanese practices, was introduced in 1963. And Dulcia, a protective formula for permed hair, made its debut in 1980.

3. They’re to dye for!

One box of Feria Hair Color is sold every three second, the brand tells Us Weekly. Beyoncé was once a spokesperson for the product! She modeled shade 73, Dark Golden Blonde in 2008, 2011 and 2013 commercials.

4. They’ve got a lot of lashes.

Voluminous Original Mascara is the best selling mascara in the United States, in dollar sales and mass markets, the brand tells Us. There are 24,500 sold a day, which is about 17 units per minute. Gwen Stefani and Eva Longoria been faces for this essential, and Kerry Washington once told Essence that the product was something she couldn’t live without! 

5. They’ve got a big family.

L'Oréal Paris lives in a family of 30+ other brands including Lancôme, Giorgio Armani, Clarisonic, Yves Saint Laurent, Urban Decay, Essie, NYX, Kiehl’s and Garnier.

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