Inside L’Oréal’s CES 2026 Booth, Where Beauty Is Written in Light

At CES® 2026, inside their immersive booth that felt closer to a future facing atelier than a conventional tech exhibit, L’Oréal Groupe revealed two luminous innovations that translate advanced light science into tangible beauty rituals. Light Straight + Multi styler and the LED Face Mask, both recognized as CES® 2026 Innovation Award honorees, showcased how precision engineering and sensorial design can coexist in modern beauty.

For more than a century, L’Oréal has treated science as both foundation and inspiration. Rooted in research since its founding over 115 years ago, the company continues to fuse scientific rigor with creative intuition, shaping beauty experiences that are increasingly personalized, effective, and conscious. The light based technologies presented within the booth underscored a broader cultural shift toward performance driven beauty that protects as much as it transforms.

At the heart of the haircare presentation was Light Straight + Multi styler, a reimagining of one of beauty’s most familiar tools. Traditional straighteners often rely on extreme heat, with plates reaching 400 degrees Fahrenheit or more, a temperature at which keratin begins to denature. This structural breakdown weakens the cuticle, leading to breakage, frizz, and loss of shine. L’Oréal research indicates that more than half of women attribute their hair damage directly to heat styling, making temperature control a critical point of innovation.

Developed by L’Oréal Research and Innovation, Light Straight + Multi styler replaces excessive heat with patented near infrared light technology. The device features precision engineered glass plates that never exceed 320 degrees Fahrenheit, a significantly lower threshold designed to preserve hair integrity. Instrumental testing conducted by L’Oréal shows that the tool styles hair three times faster and leaves it twice as smooth compared to leading premium stylers, while reducing cumulative heat exposure.

The technology works from within the hair fiber. Near infrared light, positioned just beyond the visible spectrum, penetrates deeply into the cortex to reshape internal hydrogen bonds that determine hair’s shape and texture. By targeting these bonds directly, the device achieves lasting style without aggressively heating the surface of the hair. The result is a smoother cuticle, enhanced shine, and stronger hair over time.

Light Straight + Multi styler is also engineered for versatility and personalization. In addition to straightening and smoothing, its design allows for controlled curling. Embedded smart sensors monitor movement and contact in real time, while proprietary algorithms supported by machine learning adapt power delivery to user gestures. This responsive system ensures consistent performance across hair types and styling techniques. Together with Airlight Pro, introduced at CES 2024, L’Oréal now offers a full infrared based styling ecosystem designed to support long term hair health.

Across the booth, the skincare narrative unfolded with equal technical precision. The LED Face Mask, currently in prototype form, presented a new approach to at home light therapy. Crafted from ultra thin, flexible silicone, the mask conforms closely to facial contours to ensure even light distribution. It was developed in partnership with I Smart Developments, a global specialist in LED device engineering.

The mask delivers two clinically relevant wavelengths through an integrated transparent support structure. Red light at 630 nanometers is known to support collagen activity and improve skin smoothness, while near infrared light at 830 nanometers penetrates deeper into the skin to help improve firmness and overall tone. A skin safe microcircuit embedded within the mask precisely controls light intensity and wavelength consistency across the entire surface.

Designed for daily use, each session is automatically timed at ten minutes, balancing efficacy with ease. The non invasive, lightweight construction allows the device to integrate seamlessly into existing skincare routines while targeting visible signs of aging such as fine lines, sagging, and uneven complexion.

Presented inside their CES booth, these innovations illustrated more than technical advancement. They reflected L’Oréal’s evolving vision of beauty as a dialogue between culture, science, and longevity. Here, light becomes both a functional tool and a symbol of modern luxury, illuminating a future where performance, protection, and sensory experience are inseparable.