L’Oréal Groupe Australia has officially made it’s highly anticipated debut at SXSW Sydney® 2025, unveiling an immersive ‘Innovation Station’ at Tumbalong Park. The activation showcases the strength and diversity of the global beauty leader’s 36-brand portfolio- including L’Oréal Paris, Lancôme, Kérastase and La Roche-Posay– through a captivating, multi-sensory experience spanning fragrance, skin, hair, makeup and cutting-edge beauty technology.

The Innovation Station invites festival-goers to explore the future of beauty innovation through a series of interactive spaces, including a Fragrance Tunnel of mist bubbles and mirrored blooms, a Hair Station featuring the L’Oréal Professionnel AirLight Pro, Steampod, and Kérastase K-Scan, and a Sampling Dispensary where guests can unlock their personalised “formula for beauty.” Visitors can also experience La Roche-Posay’s Skin Check Clinic, hosted in partnership with Skin Check Champions, offering complimentary skin checks, or over the weekend, step into a “Beauty Confessional Booth” to share their best and worst kept beauty secrets.

“At L’Oréal Groupe, we believe the future of beauty is shaped not just by products, but by innovation that enhances people’s lives,” explains Alex Davison, Chief Executive Officer, L’Oréal Groupe Australia & New Zealand. “SXSW Sydney is the perfect platform to share our vision and demonstrate how science and technology are unlocking entirely new possibilities for beauty experiences. We’re proud to be here for our very first SXSW Sydney, engaging directly with consumers, creators and innovators and showcasing the diversity of the Groupe’s 36 brands.”

“We’re thrilled to welcome L’Oréal Groupe to SXSW Sydney,” adds Simon Cahill, Co-Managing Director, SXSW Sydney. Their global leadership in innovation and sustainability makes them a natural fit for our event, which celebrates creativity, technology and culture. We look forward to our attendees experiencing firsthand how L’Oréal Groupe is reimagining beauty for the future this October.”

The Innovation Station will run from Monday 13 October to Sunday 19 October at Tumbalong Park, Darling Harbour, and is open to all consumers. For more information, visit www.sxswsydney.com.