From providing mammograms to underserved women to fighting human trafficking, L’Oréal’s Women of value program transformed grassroots activism into national impact. What began as a beauty company initiative 19 years ago has evolved into America’s premier corporate platform for women making change, demonstrating genuine corporate social responsibility in action.

The program has empowered 190 women leaders through financial support, mentorship and a strong platform to expand 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 change agents

Each year, the program selects 10 awardees from 2,000-3,000 applications. The selection process, facilitated by Points of Light, ensures diversity across causes, ages and geography, while addressing contemporary social issues such as voter registration, refugee support and human trafficking prevention. Each awardee receives a grant of $25,000 GlobalGivingmentorship 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,” Goldstein explains.

A night of recognition

L’Oréal Paris celebrated its Honor Class of 2024 at their annual event in Los Angeles. Brand spokespeople Elle Fanning, Cara Delevingne, Helen Mirren, Aja Naomi King and Andie MacDowell gathered to recognize outstanding women and their achievements from awarded class of 2024. “I’m so excited to be a part of the Celebration of these amazing women,” said spokeswoman and actress Elle Fanning. “The honorees truly embody what it means to be ‘worth it,’ and I am so moved by each of their unique stories and desire to make a difference.”

Because you deserve it

The L’Oréal Women of Worth initiative grew out of their iconic 1971 slogan “Because You’re Worth It,” created by copywriter Ilon Speck, which challenged traditional beauty advertising by putting women’s voices at the forefront. The Women of Worth Program, founded by Past President Carol Hamilton, identifies and supports women-led grassroots organizations that make a significant impact on the community. “We’re tackling the deepest, darkest issues and really trying to bring them to the fore,” says Goldstein.

Building a network of change Beyond individual recognition, the program has created a powerful network of change agents. All 190 awardees connect through a LinkedIn platform, fostering collaboration and knowledge sharing. The impact extends beyond the honorees to L’Oréal’s internal culture, with employees enthusiastically offering their expertise and support.

Looking ahead

Celebrating 20 years As Women of Worth approaches its 20th anniversary, L’Oréal plans to celebrate by highlighting past honorees and their achievements. “The causes they represent really reflect the issues of the moment,” says Goldstein. By amplifying local voices and providing crucial resources, L’Oréal has created a sustainable model of corporate social impact that dynamically responds to society’s most pressing needs.