L’Oréal is associated with the slogan “Because You’re Worth It.” The line was created in 1973 for L’Oréal’s Preference hair-color product and became a major part of the company’s global identity.
The original wording was “Because I’m Worth It,” reflecting a first-person appeal to consumers. It was later changed to “Because You’re Worth It,” making the message sound like a direct affirmation from the brand to the customer.
The slogan is notable because it framed a beauty purchase around personal confidence and self-worth rather than only product performance. L’Oréal has used the line in advertising featuring numerous international ambassadors and celebrities.
The company was founded in France in 1909 by chemist Eugène Schueller. Although L’Oréal sells products in hair color, skincare, makeup, and other categories, the slogan remains especially connected with its beauty and empowerment messaging.