L'ORÉAL PARIS INTRODUCES GLOBALLY RENOWNED ELVIVE GLYCOLIC + GLOSS COLLECTION TO US MARKET
NEW YORK, July 21, 2025 /PRNewswire/ -- Following the success of two previous exclusive Walmart launches, L'Oréal Paris Elvive is thrilled to announce the release of its new Glycolic + Gloss collection, arriving exclusively at Walmart this August. Designed to deliver high-shine, glossy hair, the Glycolic + Gloss line features a Shampoo, Conditioner, and High Shine Leave-In Serum. The leave-in serum offers versatility for consumers, providing an extra boost of shine on both wet and dry hair.
L'Oréal Paris Elvive's most recent collections, Hyaluron + Plump and Hyaluron + Pure, brought science to the forefront with formulas infused with Hyaluronic Acid and Salicylic Acid. Now, Elvive's Glycolic + Gloss introduces the power of Glycolic Acid to haircare, an ingredient renowned for its smoothing and exfoliating properties in skincare. This innovative formula delivers up to 14x smoother hair and next-level gloss when used as a complete system.
The US launch of Glycolic + Gloss follows the impressive global success of the franchise. After a similar launch with Walmart in Latin America, the products became the #1 haircare launch in multiple countries. Globally, the collection has disrupted the market and has gone viral on social media garnering over 15M views across TikTok and Instagram, solidifying its status as a must-have for achieving the ultimate shine. With more than two million mentions, #ShinyHair is a highly sought-after look. Trending hashtags like #GlassHair and #GlossyHair highlight the growing consumer desire for luminous locks.
Elvive Glycolic + Gloss strategically taps into this demand, offering a solution for achieving the ultimate high-shine finish. Building on the successful collaboration between L'Oréal Paris Elvive and Walmart, this launch presents a unique opportunity to engage with new customers, particularly among Gen Z and Millennials consumers, who embrace hair health as an extension of their wellness routines. With the brand's new spokesperson, and face of Elvive Glycolic + Gloss, Ariana Greenblatt, a Gen-Z it-girl known for her role in the 2023 blockbuster Barbie, we're further connecting with this key demographic.
The Elvive Glycolic + Gloss Collection includes:
- High Shine Leave-In Serum: Formulated with 4% Glycolic Acid Complex, this serum gives hair instant, high shine and can be applied to both wet and dry hair.
- Shine Boosting Shampoo & Conditioner: Formulated with Glycolic Acid, this shampoo and conditioner make hair 14x smoother, giving it a high shine and a next level gloss (with full system of Shampoo, Conditioner, and leave-in serum).
Laura Branik, President of L'Oreal Paris USA notes, "We are thrilled to bring this globally buzzed-about franchise to the US and provide consumers with a new collection that gives them the shiny hair they crave. This skincare-inspired formula pushes the boundaries of innovation and leverages efficacious, cutting-edge ingredients like Glycolic Acid." She expands, "Continuing our relationship with Walmart on this launch was a natural choice and we look forward to introducing these breakthrough products to the market."
On the collaboration, Walmart Merchandising Vice President – Beauty, Vinima Shekhar, notes "We're excited to continue our collaboration with L'Oréal Paris to introduce their latest innovation to Walmart customers. This new collection highlights our shared dedication to delivering high-quality, science-backed beauty solutions that empower our customers to feel confident in their self-care routines—all at an incredible value."
The Elvive Glycolic + Gloss collection launches exclusively at Walmart stores nationwide starting August 1st, 2025, and is available online now (L'Oreal Paris - L'Oreal Paris Hair Care - Walmart.com).
About L'Oréal Paris USA
The L'Oréal Paris division of L'Oréal USA, Inc. is a total beauty care brand dedicated to empowering women by offering luxurious and innovative products and services available in the mass market. The brand's signature tagline, "Because I'm Worth It," was born in the United States in 1973 to celebrate the beauty and intrinsic self-worth of women, and for more than 100 years, L'Oréal Paris has been providing women around the world with products in four major beauty categories: hair color, haircare, skincare and cosmetics. With L'Oréal's invention of hair color in 1909, the brand continues to serve as a leading innovator of hair products across color, care, and styling with brands such as Superior Preference, Féria, Colorista, Elvive, the Ever Collection, and Elnett Satin Hairspray. L'Oréal Paris provides scientifically-advanced skincare products that are tested to address individual skin concerns through its renowned brands Revitalift, Pure-Sugar, Pure-Clay, Age Perfect, and Sublime Bronze. L'Oréal Paris' iconic cosmetics include best-seller Voluminous Lash Paradise, as well as the Infallible, True Match, Colour Riche, Voluminous, and Visible Lift collections. For more information about L'Oréal Paris and to receive personalized advice, expert tips, and exclusive content, please www.LOrealParisUSA.com or follow on Instagram (@LOrealParis), X (@LOrealParisUSA), Facebook (@LOrealParisUSA) TikTok (@LOrealParisUSA) and Pinterest (@LOrealParisUSA).
Contact: L'OréalParis@abmc-us.com
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SOURCE L'Oreal Paris USA