From providing mammograms to underserved women to combating human trafficking, L’Oréal’s Women of Worth program has transformed grassroots activism into national impact. What began as a beauty company’s initiative 19 years ago has evolved into America’s leading corporate platform for women changemakers, demonstrating authentic corporate social responsibility in action.
The program has empowered 190 women leaders through financial support, mentorship, and a powerful platform to scale their community impact. “My job is to show the power of the brand and what we can do beyond selling beauty products,” says Ali Goldstein, President of L’Oréal Paris USA.
Selecting Tomorrow’s Changemakers
Each year, the program selects 10 honorees from 2,000-3,000 applications. The selection process, aided by the Points of Light organization, ensures diversity across causes, ages, and geography while responding to contemporary social issues such as voter registration, refugee support, and human trafficking prevention. Each honoree receives a $25,000 grant through GlobalGiving, mentorship from the L’Oréal Paris network, and a national platform to share their stories. “Our job as a brand was to give them a platform and help them scale,” explains Goldstein.
A Night of Recognition
L’Oréal Paris celebrated its 2024 honoree class at their annual event in Los Angeles. Brand spokeswomen Elle Fanning, Cara Delevingne, Helen Mirren, Aja Naomi King, and Andie MacDowell gathered to recognize the remarkable women and their achievements from the 2024 honoree class. “I’m so thrilled to be a part of the Celebration for these amazing women,” said spokeswoman and actress, Elle Fanning. “The honorees truly embody what it means to be “Worth It,” and I’m so moved by each of their unique stories and drive to make a difference.”
Because You’re Worth It
The L’Oréal Women of Worth initiative emerged from their iconic 1971 tagline “Because you’re worth it,” created by copywriter Ilon Speck, who challenged traditional beauty advertising by putting women’s voices at the forefront. The Women of Worth Program, founded by former president Carol Hamilton, identifies and supports grassroots organizations led by women making significant community impacts. “We tackle the deepest and darkest issues and really try to bring them to the forefront,” states Goldstein.
Building a network of change beyond individual recognition, the program has created a powerful network of changemakers. All 190 honorees connect through a LinkedIn platform, fostering collaboration and knowledge sharing. The impact extends beyond the honorees to L’Oréal’s internal culture, with employees eagerly volunteering their expertise and support.
Looking Ahead
As Women of Worth approaches its 20th anniversary, L’Oréal plans to celebrate by highlighting past honorees and their achievements. “The causes they represent are truly reflective of the issues of the moment,” says Goldstein. Through amplifying grassroots voices and providing crucial resources, L’Oréal has created a sustainable model for corporate social impact that responds dynamically to society’s most pressing needs.
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