Interview: L’Oréal’s UK boss on how technology will transform beauty retail

Thierry Cheval, L’Oréal Group’s UK and Ireland managing director

On a drizzly Thursday in Hammersmith, L’Oréal Group’s UK and Ireland managing director Thierry Cheval is making lipstick from the comfort of his office. 

At first glance, the sleek black machine looks like a speaker or smart home device but it is in fact a personalised lipstick maker that can create up to 4,000 potential shades. 

Cheval takes out his phone to demonstrate the dedicated app that links to the machine and allows makeup connoisseurs to virtually try on different shades. After deciding on the right one, the next step is to simply press ‘Create’. 

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