L’Oréal Groupe Becomes PSG’s Official Beauty Partner Through 2028

Announced on October 8, 2026, the agreement is L’Oréal Groupe’s first partnership with a football club, according to its official release. The programme combines player care, scientific collaboration and experiences for supporters.

Vichy leads the brand rollout Vichy Laboratoires will serve as the Official Skincare and Haircare Partner of PSG’s men’s first team. Its scientists will conduct observational studies at the club’s Poissy campus, examining skin and scalp health, wellbeing and athletic performance.

Plans also include educational content and skincare and haircare products for players at the training campus and Parc des Princes. RETAILBOSS has covered the brand’s role in more detail in its report on the Vichy–PSG partnership. The group-level agreement establishes the wider framework for participation by other L’Oréal brands.