The story of beauty told through the works of the Louvre, in collaboration with L'Oréal

The Louvre Museum has launched De toutes beautés, an innovative cultural mediation program, supported by the L’Oréal Group, that invites visitors to explore more than 10,000 years of art and history through 108 selected works. This guided tour focuses on three key themes: beauty rituals and practices, aesthetic canons, and what beauty reveals about societies over the centuries. The project, conceived in collaboration with L’Oréal Group’s Art, Culture and Heritage Department, aims to present the history of beauty to a wide and varied audience, from prehistory to a vision projected into the future.

For a more immersive experience, visitors can access a specially designed web application via QR code that integrates written and audio content. This app allows users to hear the stories of the works and objects narrated in first person: for example, ancient Néfertiabet will tell the importance of her precious beauty products, or the statue of Mercury Richelieu will explore the ideals of beauty in ancient Greece. Even remotely, the app allows visitors to continue their experience outside the museum.

This collaboration between L’Oréal and the Louvre is an initiative to promote the diversity of beauty and spread messages of inclusion and tolerance through art. The program is also designed to engage a younger generation, with a web series co-produced by the Louvre and L’Oréal to be released in 2025, to offer a fresh and dynamic view of the works through the eyes of young visitors.

“This unique experience, born out of a fruitful dialogue with L’Oréal teams, invites visitors to look at the Louvre’s collections in a new light,” said Laurence des Cars, President and Director of the Louvre Museum. “Together, we have designed an itinerary that highlights the great diversity of beauty across eras and cultures. Through this playful and accessible approach to the works, the Louvre affirms more than ever its role as a school of the gaze, offering multiple paths of discovery to share its heritage more broadly and generously.”

“At the heart of our purpose, ’to create the beauty that moves the world,’ is the desire to make beauty accessible to all and to tell the story of the diverse role that beauty has played since the dawn of time. This is what prompted us to explore new partnership opportunities and approaches. The Louvre was the obvious choice for this partnership, given the richness and diversity of its collections and its ability to reveal and explain even the most contemporary instances,” explained Nicolas Hieronimus, CEO of L’Oréal Group.

Photo: Le Louvre x L’Oréal Groupe - Nicolas Romieu

The story of beauty told through the works of the Louvre, in collaboration with L'Oréal

Warning: the translation into English of the original Italian article was created using automatic tools. We undertake to review all articles, but we do not guarantee the total absence of inaccuracies in the translation due to the program. You can find the original by clicking on the ITA button. If you find any mistake,please contact us.