VivaTech 2025 kicks off today and will run until 14 June at the Expo Porte de Versailles in Paris.
In a similar vein to the annual CES show in Las Vegas, some of the beauty industry’s biggest companies are set to unveil their new tech innovations at the event.
L’Oréal will launch a range of tech innovations, including its Longevity Integrative Science to target the root causes of biological ageing; vertical farming technology for AI-enabled cultivation of plant-based ingredients; YSL Beauty Hyper Look Studio for recreating trending makeup looks; and L’Oréal Paris Beauty Genius with Agentic AI and WhatsApp integration to improve consumer connections.
“We are expanding into new beauty frontiers by joining forces with a unique ecosystem of external partners who, alongside our L’Oréal experts, bring to life beauty innovations that reach consumers’ unmet beauty needs and desires,” said Barbara Lavernos, deputy CEO for research, innovation and technology at L’Oréal Groupe.
Lavernos said the 2025 edition is L’Oréal’s boldest VivaTech yet “with future-ready, high-impact innovations for longevity, sustainability, consumer care, and creative services that together, represent a new era of tech-powered beauty.”
AI and AR beauty tech
The Taiwan-based beauty tech company Perfect Corp, which is a global leader in AI and AR beauty technology, will also showcase plenty of innovation at VivaTech 2025.
One of these technologies is its advanced HD skin analysis and makeup consultation by Virtual AI Agent, which integrates advanced AI solutions to deliver highly personalised experiences.
The tech gives even more comprehensive skin type, skin concern, skin shade, and facial shape assessments, along with virtual makeup try-on, whether through full makeup transfer or a step-by-step mix-and-match application.
Perfect Corp will also show its HD Skin Analysis with 3D Face Support, an upgraded solution that addresses the challenge of inaccurate or incomplete skin assessments. This incorporates HD analysis, regional zoom-in analysis, and advanced 3D face 180-degree skin analysis, for more precise assessments from multiple angles.
Fragrance and tech meet
Swiss fragrance creation company Givaudan is launching at the show for the first time and will showcase its innovative project, Guardians of Memories, which invites attendees to engage with the art of perfume creation, allowing them to explore the emotional connections tied to scents.
This aims to bridge the gap between scent and storytelling so that consumers can experience fragrances in a new, immersive way, without the need for traditional smelling.
Several innovations related to the digitalisation of the flavour industry will also be presented such as Myromi™ and Customer Foresight.
The firm’s head of IT David Kunau said that as it navigates the digital landscape, Givaudan’s focus is on “harnessing technology to enhance creativity and innovation in the fragrance and flavour industry.”
The company believes that the digitalisation of its story-smelling in the fragrance category is crucial for its future. It noted that with the rise of social shopping, influencer marketing, digital-native brands, and communities on platforms like TikTok, a significant portion of interactions between brands and consumers – especially younger generations – will occur in the digital realm.
Deeptech startups
There will also be plenty of trailblazing ‘deeptech’ startups at the show. One example is HABS, which offers a SaaS solution that’s combined with two types of AI and new electronic tools.
The innovation will allow scent brands to take a neuroscience approach to developing perfumes by better understanding consumers’ cognitive and emotional responses.
Chief marketing officer at HABS, Othman Chiheb said that the luxury industry still has the same questions about the customer experience. “How to understand the emotions generated by the products? How to optimise their emotional impact?”
The deeptech startup offers solutions based on decoding brain waves and perfume brands are showing particular interest.
At VivaTech, the startup will unveil the new version of its Neoxa integrated sensor, which also incorporates its AI engine directly into the device to make it easier to measure the emotions that people cannot always express.
