INTERVIEW: L’Oréal’s Guive Balooch on Wearable Technology and the Sustainable Future of Beauty

With an impressive scientific background (he has a B.A. in Molecular and Cell Biology and Ph.D. in Biomaterials), Guive Balooch is proving that beauty and brains are a package deal.

He joined L’Oréal in 2008 to build connections between L’Oréal and various startups and universities. Today, he runs the beauty group’s worldwide Connected Beauty Incubator, developing trailblazing beauty tech that empowers consumers and addresses the biggest issues facing our environment and society.

GUIVE DEMONSTRATING PERSO, AN AI-POWERED DEVICE THAT DELIVERS PERSONALIZED SKINCARE AND COSMETICS AT THE 2020 CONSUMER ELECTRONICS SHOW.
IMAGE: INSTAGRAM @LOREALUSA

L’Oréal is making huge progress in the sustainability sector, and Guive has been a driving force behind the brand’s eco-friendly advancements.  He recently spearheaded L’Oréal’s revolutionary Water Saver technology, which cuts water usage by 80% without sacrificing the pressure (or pleasure) of washing your hair. It features a patented Cloud Cleansing approach to infuse Kérastase and L’Oréal Professionnel products directly into the water stream to treat hair while it’s being cleansed. The technology is now in select L’Oréal salons in New York and Paris, with a global rollout planned through 2023 and an at-home version of the system set for release next year.

He also worked on Perso, the world’s first AI-powered ‘smart beauty’ device. Perso delivers personalized beauty products at the touch of a button in convenient, no-waste portions. This technology is powering YSL Beauty’s new Rouge Sur Mesure, a chic little device that lets you design your own signature lip shade via the app, then see it come to life at your command. And it’s so much more than just a fun experience – Perso was designed to eliminate product consumption and waste. The device allows hundreds of colour options with just three cartridges per set!

YSL BEAUTY’S ROUGE SUR MESURE.
IMAGE: INSTAGRAM @LOREALUSA

Despite his accolades, Guive is incredibly endearing and down-to-earth. We had the pleasure of interviewing the beauty game-changer and heard all about his work behind-the-scenes at L’Oréal. Watch the interview below to find out how he’s using technology to reinvent the beauty experience and revolutionize sustainability.

Interview by Sigourney Cantelo. Video editing by Valeria Valdes Cosilion. Words by Karina Wharton. Main image of Guive via Vogue Business. Image of Sigourney by Camilla Quiddington.