L’Oréal Brazil debuts Casa L’Oréalistar, the first immersive in-person event for its L’Oréalistar program, inviting 40 creators for a 12-hour experience.
L’Oréal Groupe in Brazil introduced Casa L’Oréalistar, the first in-person event for its creator relationship program, L’Oréalistar. The initiative aims to consolidate a beauty influence community. In addition, the company points to a landscape of fragmented attention and heavy digital-platform usage in Brazil.
Community-building is described as a key bet for the group in the country. With more than 40 million creators in Brazil, the company cites Nielsen data indicating 75% of young people want to become influencers. As a result, the global program targets long-term connection with this audience.
An event that brings the program to life
Casa L’Oréalistar was presented as a concrete expression of the program. In less than two months, the platform attracted thousands of creators. This way, the event supports an ongoing relationship strategy rather than one-off brand moments.
“In Brazil, influence is not only a marketing tool, but a direct bridge to the consumer. For L’Oréal Groupe, creators are strategic partners in building value for our brands. Our commitment is to cultivate genuine relationships that professionalize the market, valuing creativity, authenticity, and diversity.”
The statement comes from Loana Coelho, Director of Advocacy & Influence at L’Oréal Brazil. She frames creators as strategic partners in brand value creation. Therefore, the program aims to professionalize the market while elevating diversity and authenticity.
Ricardo Cubba named ambassador
During the event, digital influencer Ricardo Cubba was announced as L’Oréalistar’s new ambassador. He also serves as an ambassador for CeraVe, a dermocosmetics brand within the group. In this role, he will contribute to participant training and development.
According to the company, the move strengthens its community strategy. In addition, it supports a more professional influence market. The appointment is part of the broader program roadmap in Brazil.
A selective 12-hour immersive experience
For this first edition, the company invited 40 creators from across Brazil. The group was described as the platform’s most engaged participants. As a result, they took part in a 12-hour fully immersive journey.
The house was designed as a setting for original content creation, blending aesthetics, technology, and wellness. Next, the agenda combined activations and hands-on experiences in the beauty space. The format prioritized production and peer exchange.
Brand activations, academy talks, and pro shooting
Activities included brand activations with L’Oréal Paris, Lancôme, Vichy, L’Oréal Professionnel, and Matrix. The event also featured transformation stations with professionals and the latest cosmetic science launches. In addition, the program included talks and roundtables on the future of the creator economy.
Casa L’Oréalistar also set up studios for professional shooting. This way, creators could leave with high-quality content ready to publish. The setup reinforced the goal of elevating production standards.
Creators also learned more about the company’s scientific commitment. The following day, they joined a guided visit on formulation development at one of L’Oréal Groupe’s seven Research and Innovation Centers, located in Brazil. As a result, the initiative connected influence with R&I behind the scenes.
L’Oréalistar platform and participating brands
Launched in late 2025, L’Oréalistar was created with the ambition to become Brazil’s largest beauty influence community. The group says thousands of sign-ups confirm the market’s potential. Therefore, the company plans to expand the program in 2026 with new initiatives.
Eight beauty brands are already on the platform: L’Oréal Groupe, L’Oréal Paris, Garnier, La Roche-Posay, Vichy, Lancôme, L’Oréal Professionnel, and Matrix. They run interaction and learning initiatives for creators. In addition, the program will include exclusive actions for salon professionals under L’Oréalistar PRO.
How to apply
Registrations are open for creators who want to join the program.
Website: https://br.lorealistar.com/landing
Social: @lorealistarbr