L’Oréal Paris Creates ‘League of Experts’ Makeup Artist Collective

L'Oréal Paris has unveiled a new artistry-focused collective—the L'Oréal Paris League of Experts—which will be comprised of “top industry talent” who will contribute to the brand's artistic vision through their various areas of expertise.

Allan Avendaño, Claudia Betancur and Erica Taylor are the first three members of the collective.

Avendaño is known for his editorial and red-carpet expertise, having worked with some of the top talent in Hollywood.

Betancur is one of the most prominent celebrity makeup artists in the Latin market, with more than 30 years of industry experience. 

Taylor, a veteran makeup artist, who has a deep-rooted knowledge in the industry and has quickly become a trusted expert on social media in recent years, sharing her makeup tips and tricks with her more than 1M engaged followers.

Each will be leveraged as an always-on expert for the brand and spotlighted alongside key brand launches and initiatives. This group of experts will be tapped for everything from creating red carpet looks during key tentpole moments and having a presence at influencer events to providing digital-first educational content. Together, with the brand, they will continue to highlight their individual, expert points of view and support the brand's worth equity, according to L’Oréal Paris.

The trio is expected to contribute first to the brand’s activations around the Cannes Film Festival. 

Ali Goldstein, L'Oréal Paris, US brand president, said establishing the collective will allow the brand to better reach and engage with its consumers in a way that feels approachable and relatable.

“Each artist in the League of Experts, in their unique way, upholds and empowers our brand values of beauty, worth, and inclusivity – helping to inspire others to look and feel their most beautiful. We look forward to further expanding the collective and going beyond makeup to serve our consumers at every step of their beauty journey,” said Goldstein.