L’Oréal Paris, official makeup artist and hair stylist at the 79th edition of Mercedes-Benz Fashion Week Madrid

L’Oréal Paris, the world's number one beauty brand, will be a prominent participant in our country's leading fashion week from 15 to 19 February. The firm is committed to female empowerment and independence, inner and outer beauty, and it is working with Spain's greatest fashion designers to create beauty trends for the coming Autumn/Winter 2025 season.

The eyes have it all with new Panorama mascara

All eyes will be on lashes when L’Oréal Paris opens its stand in the Cibelespacio. Its latest launch - Panorama mascara - will be showcased in a campaign starring world famous model and international spokeswoman for the firm, Kendall Jenner. 'Desfile de miradas' or 'Eyes on show' will be a digital space where participants can take to the catwalk to show the panoramic effect of this new mascara, which adds definition and volume for noticeably wider eyes. The campaign will take place in the framework of Spain's leading fashion extravaganza, demonstrating the close links between fashion and beauty in a fashion laboratory that will reveal next season's trends.

Because you're worth it

Female empowerment will also be in evidence in the "Because you're worth it" area of the stand in Cibelespacio. It will be an opportunity to see the brand's spokeswomen, such as Andie MacDowell, Helen Mirren, Elle Fanning, Kendall Jenner and Lola Lolita, walk their worth Paris.

There will be makeup stations ready to recreate the iconic looks worn by these celebrities at the star-studded Le Défilé event held by the brand under the Eiffel tower. More than a fashion show, it was a declaration of intent held in celebration of diverse, inclusive, ageless beauty, as well as being feminine and feminist. All these values have been implicit in L’Oréal Paris from the start.

L’Oréal Paris Awards

L’Oréal Paris will present the L’Oréal Paris Award for the Best Collection by a designer and the L’Oréal Paris Award for the Best Model at Mercedes-Benz Fashion Week Madrid for the 25th time on 17 February. With these awards, the brand recognises the work behind each garment, each look, as well as the talent of all the teams.

This is how L’Oréal Paris contributes to promoting the fashion and beauty industry in Spain.