Talking Industry Success and the Future of Haircare with the U.S. President of L'Oréal Professional Products

It's not every day that you get the chance to chat with the U.S. president of a billion-dollar beauty company—but here at Marie Claire, we're determined to uncover the most enticing stories and unlock all the hidden gems from thought leaders across industries. That's why we spoke with Leslie Marino, the first female U.S. President of L'Oréal's Professional Products Division (PPD). With over 30 years of experience in the beauty industry, Marino has a wealth of knowledge and insight into its evolving nature.

L'Oréal's Professional Products Division was established 115 years ago. Since then, the goal has been to provide products and services that deliver professional results at all price points, and over a century later, it's still living up to its promise. L'Oréal PPD owns the largest portfolio of professional brands in the industry, including but not limited to Kérastase, L'Oréal Professionnel, Mizani, Pureology, and Redken. If you're wondering what it takes to reach this level, read our interview with Marino below, where we discuss industry success, her career journey, and the future of haircare.

Marie Claire: Tell us about the precise moment you found out you would be the first female U.S. President of L'Oréal PPD. What ran through your mind?

Leslie Marino: Excitement! I've been lucky to enjoy many rewarding moments in my 34-year career with L'Oréal, but it's truly an honor to serve as the first female U.S. President of Professional Products. After leading cross-functional teams and building successful business growth strategies for over 15 years, I felt this next step was a perfect transition for me. I believe my experiences within the organization (the wins and the challenges) up to this point prepared me for the opportunity. I've spent over 30 years dedicated to cultivating brands across every category, from designer fragrances, makeup, and skincare to hair color, haircare, and men's grooming. Taking the helm to scale our U.S. professional beauty business is my greatest responsibility yet, but I was ready for it. I savored the moment.

MC: What was the first purchase you made?

LM: I have a special affinity for interior design and antiques. My family and I reside in a 1928 Tudor home that I've been gradually reinventing, it's become my passion project. I'm consistently inspired by the designing process, so my first big splurge was on my kitchen renovation.

MC: What drove you to choose a career in beauty?

LM: I fell in love with beauty at a young age. Reading magazines inspired me to start wearing mascara and eyeliner in boarding school, which was bold in the '80s! My first job was in retail, in the cosmetics department at Jordan Marsh in Boston, and that's when my love of makeup paid off. I met the Lancôme team [and] they hired me as an account executive covering New England. I've spent my entire career growing at L'Oréal USA and never looked back…it was meant to be!

MC: What's the biggest risk you've had to take throughout your career?

LM: I was given the plum assignment of heading Designer Fragrances in June 2008, right before the financial crisis hit. Month after month, I faced sales declines in the fragrance market, which was the category most impacted. It was devastating. It was the first time in my career when I felt we weren't winning or delivering results commensurate with the effort. As a new General Manager, I decided to press the reset button completely to get us back to growth. We built a new business model with a risky agenda. I remember those difficult decisions; we were forced to recalibrate the future during a tough economic environment. That financial spiral was tough, but I was lucky enough to work alongside my mentor Carol Hamilton, President of L'Oréal's Luxury Products Division at the time, who supported me 100 percent on every idea. The risky moves paid off—we reignited the entire men's fragrance portfolio, gaining momentum and market share. So that's something I'm extremely proud of to this day.

MC: What's a piece of career advice you'd offer to the next generation of female L'Oréal leaders?

LM: Always lead with courage and conviction. Don't be afraid to have a strong point of view, even if it goes against the sentiment of the group. Do your homework, understand the facts, and stand by your convictions—it will reinforce you as a leader and how others perceive you. Also, mistakes are okay. Sometimes you must be uncomfortable and humbled to accept when you made a wrong decision, but never let it impact your confidence. It will only help you become a stronger leader.

MC: As L'Oréal PPD's U.S. President, what are your primary goals and priorities for the company?

LM: Our division found its roots within L'Oréal 115 years ago. Since then, our mission has been to offer a full range of solutions and services that deliver professional results at all price points. Today we own the largest portfolio of professional brands in the industry, including Biolage Professional, Kérastase, L'Oréal Professionnel, L'Oréal Technique, Matrix, Mizani, Pulp Riot, Pureology, Redken, Shu Uemura Art of Hair, and SalonCentric, the largest distributor in the U.S.

Our priority is to grow and serve our community by providing world-class education, sustainable practices, and industry transformation. We continue shaping our iconic brands while identifying trends and initiatives that are critical to expanding U.S. reach and driving global growth.

First and foremost, we are a division of artistry, leading with education and focused on the importance of caring for people. We continue to expand our technical and business education offerings, both online and offline, to serve salons, stylists, and consumers.

We believe technology is the edge that's helping salon professionals run a business and thrive into the future. So, we find ways to connect with state-of-the-art tech services and embed them within our business model. This is how we consistently elevate our products and experiences to integrate with the way consumers use technology.

Through programs like The Texture of Change™, PPD is leading historic legislative changes that have marked significant progress in our goal to serve every client with expertise and care. All individuals deserve to be welcomed and understood when they seek out services. One of my proudest triumphs as President has been [promoting] inclusivity through our texture education initiatives. For too long, the care of textured hair has been left out of required training programs, leaving over 65% of our U.S. population underrepresented. So in 2021, PPD launched the Texture Mastery program, the first free cosmetology curriculum to upskill instructors and students in textured hair care.

By 2023, we expanded our efforts through The Texture of Change™, providing open access to education and resources. Today, this movement, in partnership with the Professional Beauty Association (PBA), has led four states—New York, Minnesota, Connecticut, and California—to adopt texture-inclusive education standards and legislation that ensures all stylists are prepared to serve their clients.

MC: As the industry leader, what trends do you see shaping the future of the professional beauty space?

LM: Today's beauty trends are evolving quickly to satisfy shifts in lifestyle, so our industry has become increasingly focused on digital advancements and technology. As the leading Professional Products company, we continue to leverage data and technology to provide personalized options and enhance customer satisfaction across our $70 billion market. AI has started playing a role in boosting personalization and education for salons and stylists.

Professional beauty is also expanding beyond the walls of traditional salons, as digital is driving our relationship with salons and stylists. We are adapting by enhancing our online capabilities to serve customers faster. By way of B2B platforms like SalonCentric.com, we increase our proximity to stylists. To reach consumers, we're accelerating in e-commerce and extending distribution in specialty retailers and Amazon.

The next-gen consumers are digitally native omni-channel shoppers who are ingredient-conscious, trend-driven, and seeking authenticity. So our goal is for shoppers to easily discover our brands through social [media] and advocacy. We're embracing authentic influencer marketing, providing product education with transparency, and creating personalized experiences.

Social media, especially TikTok, has become pivotal in driving popularity in the beauty space. It's a digital era where influencers and viral content can make or break trends. Our brands meet the consumer where they are with high-performing formulas. Evidence [is] shown by Pureology, who engages TikTok shoppers with purchasable content, making Color Fanatic a best-selling treatment…the one leave-in you can't leave out.

In partnership with our salon owners and stylists, I believe investing in inclusivity, sustainable practices, tech-enhanced solutions, and holistic wellness is critical for the future growth and success of our community.

MC: The haircare market is so competitive with new launches constantly. Tell me a little bit about what L'Oréal Professional Products does to set itself apart from the competition.

LM: Placing the customer at the center of conversations is the only way to drive revenue and sustain growth in today's crowded marketplace. Our teams spend hours researching to ensure we have the best market insights to understand what the consumer is looking for and how to delight them.

When taking on a new brand or responsibility, we first need to understand the customer data to inform our strategy. Next, our goal is to be accessible wherever those consumers shop—whether it's Amazon, Sephora, or Ulta. It's essential to connect with a diverse and expansive customer base through an omnichannel approach.

Using a digital-first approach also allows us to support salons and stylists through end-to-end business solutions, like SalonInteractive. We're able to scale, providing better experiences to 1.4 million hairdressers and 25,000 salons and chains.

Right now, we are winning in the market due largely to the strength of our premium brands and consumer connection. We produce four of the top 10 selling consumer brands in the prestige category. Redken, a 10-year industry leader, became the #1 professional hair brand in pro and consumer channels. Kérastase now ranks as the top hair brand [at] Sephora, thanks to the luxury Première treatment collection, and last year [it] launched as an Amazon 3P retailer with a state-of-the-art brand store.

MC: Tell us about upcoming innovations for PPD. What can hair enthusiasts and beauty shoppers look forward to in the next couple of years?

LM: As a company, we will continue our legacy of servicing and reinventing our industry with an entrepreneurial spirit. It's our responsibility to be a catalyst for change by preparing stylists for tomorrow's clients.

Looking forward, stylists and consumers need efficient solutions that are sustainable, personalized, and provide the best experience. In PPD, we are redefining the way we protect our planet, staying at the forefront of eco-innovation with recycled materials, refillables, and formulas.

In hair color specifically, the next generation of women are turning away from time-consuming in-salon color treatments. They have limited time and desire a natural look, without pressured upkeep. So we're modernizing our industry with services powered by technology. An example is Redken Shades EQ Gloss, an extension of Redken Shades EQ, the #1 demi-permanent color. The low-maintenance service provides conditioning color in just 20 minutes. If the client is interested in trying blonde, brunette, or red, the gloss helps them flirt with color without commitment.

The device and tool market is also booming with innovation. L'Oréal Professionnel, our group's most historic brand just unveiled the AirLight Pro hair dryer. It's a paradigm shift in technology that leverages infrared light to generate heat similar to the sun's rays, drying the hair quickly and using less energy without damage.

Keeping that in mind, L'Oréal Professionnel is also partnering with the innovative Swiss start-up Gjosa to develop the Water Saver showerhead, a professional faucet that reduces water consumption at the back bar by 69%. In 2024 and beyond, our group will continue to involve all stylist partners in our Hairstylists for the Future program to transform the way salons manage waste, water, and energy—one beauty professional at a time.