L’Oréal to Incorporate the Power of Infrared Light into Hair and Skin Care with Two Breakthrough Innovations at CES® 2026

“At L’Oréal, we believe that beauty is closely intertwined with scientific discovery – a belief that has guided us for more than 115 years, since the company was founded. Every day, we combine the latest scientific and technological advances with our creativity to create more effective, personalized and innovative beauty experiences. Our groundbreaking light technology developments presented at this year’s CES 2026 demonstrate once again our commitment to finding new beauty solutions,”

– said Barbara Lavernos, Head of Research, Innovation and Technology at L’Oréal Groupe Deputy CEO.

L’Oréal launches Light Straight + Multi-styler

Hair straighteners have been an essential part of hair styling routines for over a century, but traditional heating plates can reach temperatures of up to 205°C and even higher, exceeding the threshold for keratin denaturation. This leads to hair weakening, breakage and loss of shine, which is a concern for consumers; According to a 2024 L’Oréal US consumer survey, 58% of women surveyed said their hair was damaged by heat.

Developed by L’Oréal Research and Innovation, the Light Straight + Multi-styler uses patented infrared light technology to deliver superior results at lower temperatures, better protecting hair health. The glass plates of the Light Straight + Multi-styler effectively straighten hair while never exceeding 160°C, a significant reduction compared to most traditional straighteners. According to instrumental tests conducted by L’Oréal, the Light Straight + Multi-styler works three times faster and leaves hair twice as straight as leading premium stylers.

The simple user experience of the Light Straight + Multi-styler is the result of complex scientific and engineering work. The handheld device uses near-infrared light (light with wavelengths beyond the visible light spectrum that penetrate deep into the hair shaft) to transform the internal hydrogen bonds, the molecular structures that determine the shape and texture of hair. This helps maintain the condition of the hair: it makes the natural hair cuticle smoother, shinier and stronger, while achieving the desired styling results.

“The Light Straight + Multi-styler moves hair styling from correction to prevention. By limiting the sudden heat impact, we help preserve the integrity of the natural hair from the beginning, so consumers can protect their hair now and in the future. We are convinced that this innovation sets a new standard in precision styling: it will not only advance, but redefine the entire hair styling market,” said Guive Balooch, Global Vice President of Extended Beauty and Open Innovation at L’Oréal Group and member of the Consumer Technology Association (CTA) Board of Directors, made up of industry leaders.

Key benefits of the Light Straight + Multi-styler:

• Patented infrared technology  and light module: the device’s unique design ensures extremely smooth styling and longer durability for consistently high performance.
• Versatile application: in addition to straightening and smoothing, the Light Straight + Multi-styler can also be used to precisely and gently curl hair, offering truly versatile styling options.
• Personalized results: the device is equipped with intelligent internal sensors, a built-in unique algorithm and machine learning that adapt to the user’s movements to maximize individual results.

With the introduction of the Light Straight + Multi-styler, L’Oréal now offers a complete hair styling routine – which will be featured at CES 2024 Airlight Pro was also introduced – which also uses infrared light technology to better protect the hair.

The Light Straight + Multi-styler will be available worldwide in 2027. Further details (including prices) will be available on loreal.com.