What is L’Oréal targeting with men’s category?

What L’Oréal is targeting with men’s category and supplements

L’Oréal’s dermatological brand Vichy is positioned as the company’s next major growth bet, according to the pool’s story about whether it can become a billion-euro brand. The coverage frames Vichy’s strategy as focused on two levers: expanding in men’s and growing supplements.

What the strategy is

• Men’s category expansion: Vichy is betting that male consumers will become a larger share of demand for skincare products tied to dermatological credibility.
• Supplements: The brand is also pursuing revenue growth through supplement offerings, treating them as a new category adjacent to traditional skin care.

The revenue goal

The story is explicit about the ambition: pushing Vichy toward €1 billion in annual revenue. It attributes momentum to a product and category shift rather than only relying on existing skin-care segments.

Why it matters

This matters for consumers because it can translate into new product assortments—especially if Vichy launches or scales formulas marketed to men and supplements positioned around skin and overall wellness.

It also matters for the broader beauty industry: it shows how major beauty groups are trying to reduce reliance on slower-moving categories by using recognizable brands to extend into adjacent markets.

What’s not specified

The pool doesn’t include the specific product line names, pricing, or launch dates. It also doesn’t give performance figures for how quickly men’s and supplements are currently growing.

Overall, the move is a targeted growth plan: broaden the customer base and add categories that can scale revenue faster toward the billion-euro benchmark.