A big announcement this week: L’Oreal has officially announced the launch of the cosmetics brand L’ORÉAL, which it has christened “the beauty of the future.”
L’Oréeal was founded in Paris in 1962 and has since become a major force in the cosmetics industry, with products like its eye shadow line, face products, and skin products, as well as a line of cosmetics that is marketed under the L’Occitane brand name.
The company announced the news on its website Monday, saying the brand will be launching in the United States in the coming weeks.
Laurie Crain, the CEO of L’oréal, said the company was excited to be a part of the beauty movement, and that L’ ORÉAL was committed to supporting its customers and partners in all aspects of their lives.
“Our vision is to change the face of beauty, to transform it into a beautiful product that inspires us to live better and be happier, a product that enables us to achieve our full potential as human beings,” she said in a statement.
The company will also launch a line called L’Eco Beauty, which will offer products that are based on natural and organic ingredients, and which will come in six colors.
L’ Eco Beauty will launch in the U.S. on June 12, and will be available in stores, online, and through its beauty distribution partner, Sephora.
Crain said L’ Oréal is excited to expand into the U: “We are excited to partner with a company that is committed to building an inclusive and safe space for women, girls, and men who are striving to find their own place in the world.”
L’ORéAL is currently a subsidiary of the French company, and the company has previously partnered with Sephort and Sephor to distribute products.
The new L’ oréal will launch on June 11 in the US, and then in Europe in early June.
This article originally appeared on HuffPost UK