In an unmatched partnership, The Louvre and L’Oréal Group are unveiling the Of All Beauties initiative. It’s a program that delves into the concept of beauty spanning 100,000 years of art and history. This guided tour features 108 curated masterpieces. it sheds light on beauty rituals, evolving ideals, and their impact on society over the centuries.
Starting November 13, visitors to the Louvre can embark on a beautiful journey. They can witness themes of beauty gestures, ancient rituals, and the evolution of beauty standards. This program bridges art history and beauty, offering insights into how societies have defined and redefined beauty over time. The collaboration also aims to make art more accessible, particularly to younger generations.
“At the heart of our purpose, ‘to create the beauty that moves the world’, lies the desire to make beauty accessible to all, and tell the story of beauty’s diverse and enduring role since the dawn of time. This is what has driven 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 shed light on even the most contemporary of questions,” said Nicolas Hieronimus, CEO of L’Oréal Groupe.
Explore the history of beauty
The museum has introduced QR codes, allowing visitors to access a web app for an enriched experience. For the first time, the Louvre offers a tour through this app. It will feature audio and written narratives where artworks speak in the first person.
“The Louvre is a sanctuary for the discerning eye, providing a unique insight into world history and the diversity of beauty. Partnering with L’Oréal’s expertise in beauty has allowed us to provide visitors with new insights on and a broader perspective of the museum’s collections with new audiences,” said Laurence des Cars, President and Director of the Louvre Museum.
Verbeke further explains that beauty has been and will stay very relevant. “It happens that beauty, its practices, gestures and canons, is the number one topic of conversation on social media today. It’s a very popular subject. Through it, we reach an audience that doesn’t naturally turn to the museum, a younger audience.”
Making beauty accessible to all
In early 2025, the Louvre and L’Oréal will debut a co-hosted web series. It will be designed to engage younger audiences by presenting artworks through the perspectives of young visitors. This initiative aligns with L’Oréal’s commitment to making beauty more accessible.
The partnership reflects the shared vision of the Louvre and L’Oréal. With this, they further their aim to celebrate the diversity of beauty across cultures and eras. Together, they aim to create a museum experience that connects with modern audiences by blending art and technology.