How L'Oréal is Advancing Regenerative Agriculture Practices

The sustainable efforts of L'Oréal have been highlighted as part of its role as a member of the One Planet Business for Biodiversity (OP2B)/World Business Council for Sustainable Development (WBCSD).

These case studies are being used by WBCSD to showcase how its over 200 members are working towards transitioning to regenerative agricultural practices, the impact on farmers and the role OP2B plays in supporting this transformation.

Nature at the heart of business strategy

For L'Oréal, sustainability has always been a vital pillar in its operations, putting nature at the centre of its sustainability strategy.

Jehanne Fabre, Water and Biodiversity Strategy Director at L'Oréal, says: "Our comprehensive value chain analysis illuminated the pivotal role of ingredients from regenerative agriculture – not just as essential sources of innovation, but as the foundation for resilience and positive impact.

"Regenerative agriculture serves as a vehicle for improved resilience, sustainable procurement and the vitality of entire ecosystems."

Central to this is L'Oréal's long-term commitment to combining economic success with social and environmental responsibility under its L'Oréal for the Future programme.

Key priorities include:

Sharpening focus and impact: Ensuring all ambitions remain science-based, measurable and guided by robust governance and clear policies.

Reinforcing commitments: Upholding transparency through 15 sustainability targets for 2030 across climate, nature, circularity and community support, embedding many early voluntary goals into permanent business practices.

Accelerating transformation: Launching a €100m (US$116.9m), five-year accelerator programme to identify and scale breakthrough solutions in sustainable ingredients, packaging, low-impact production and water resilience.

Regenerating landscapes: Regenerate more land than its footprint to enhance the health and resilience of its priority ecosystems, such as Brazil, Europe and India.

Céline Bomo-Leducq, Worldwide Director of Sustainable Sourcing at L'Oréal, adds: "Resilient value chains depend on healthy soils, secured farmer livelihoods and reliable supply. Regenerative sourcing is how we safeguard these fundamentals whilst meeting our sustainability ambitions."

Overcoming barriers to change

To overcome the challenges of transition, the company adapted its sourcing practices: multi-year contracts, premiums and technical training. Jehanne adds: "This is a win-win approach, these mechanisms give farmers the confidence to invest in new practices adoption whilst securing our long-term supply resilience."

In 2025, the company is leading 10 regenerative agriculture efforts across the world in its key landscapes in which it is sourcing natural raw materials – with a particular focus on soil health, water stewardship, biodiversity and farmer livelihoods. "It's the integration of local communities that underpins success," Jehanne says.

But there is still a range of challenges being faced by the team, such as the effort it takes to get farmers on board, with it taking more than just advice. These efforts require a range of work, such as trust, demonstrated results and collaborative investment.

"If public subsidies reward conventional methods, it can discourage transition," Fabre says. "Better alignment between private ambition and public policy would accelerate change."

A partnership model in practice

Nothing underscores this effort such as the work between L'Oréal and Cristal Union, which is one of the biggest sugar-beet cooperatives in France, alongside its subsidiary Cristalco.

The past five years has seen L'Oréal channel premiums and technical support to farmers to get to these regenerative benchmarks – which cover around 1,300 hectares within a broader network of 8,500 growers. With this effort made to tackle L'Oréal's alcohol demand – a vital material for its fragrances.

Jean-Pierre Coutauchaud, Corporate Raw Materials Category Director at L'Oréal, says: "Transitioning to regenerative agriculture means risks and investments. Our financial commitment cushions those risks and gives farmers confidence to adopt new practices. For L'Oréal, it secures a strategic ingredient and strengthens supply chain resilience."

With the use of Cristal Union's scoring tool, Cristal Vision, it is able to track and reward progress. Quentin Tilloy, Head of Agronomy at Cristal Union, explains, "Last year, just under 800 qualified for premiums – a steadily rising proportion."

This partnership encourages shifts in the way people work, such as longer cover-crop periods, more diverse crops and lowering tillage. Whilst these practices incur costs for seeds and machinery, Quentin Tilloy adds: "The partnership supports both environmental gains and farmers' cash flow."

Ernst Van Der Linden, Cristalco's Chief Commercial Officer, believes the project represents a cultural shift which connects farmgates with end clients, inspiring wider change across the territory.

Whilst results are not instantaneous, with soil health evolving in five to ten year cycles and it at the mercy of fluctuating weather, the end game is to create resilient soils alongside a model which can be scaled.

Jehanne adds: "Scaling regenerative agriculture cannot be done in isolation – OP2B harmonises methodologies and accelerates transitions."

As L'Oréal harnesses OP2B for impact, as well as amplifying advocacy for enabling policies and connects buyers and financiers, Jehanne believes that "If public and private domains can more closely align, the transformation of our systems is within reach – for the benefit of climate, nature and society."