NEW YORK – This Mother's Day, L'Oréal Paris is partnering with Ulta Beauty on a new nationwide retail and social campaign celebrating the multifaceted identities of mothers, "Mother &_____". Rolling out across more than 700 Ulta Beauty stores and digital platforms, the campaign invites women to recognize and embrace the many titles they hold beyond the title of 'Mom'.
For decades, L'Oréal Paris has stood for the intrinsic worth of every woman. This Mother's Day, L'Oréal Paris is evolving that mission by recognizing that a mother's worth isn't defined by a single title, but by the beautiful, complex intersection of every role she chooses to lead.
While motherhood is often celebrated as a defining role in a woman's life, cultural narratives have at times reduced mothers to this singular identity, when in fact, mothers are so much more. Through the "Mother & ___" campaign, L'Oréal Paris and Ulta Beauty aim to spark a broader conversation about ever-evolving identities, encouraging women to celebrate every dimension of who they are, and what they stand for.
Beginning April 19th and running through May 11th, the campaign will span immersive in-store end cap displays at hundreds of Ulta Beauty locations nationwide, spotlighting a curated selection of L'Oréal Paris iconic products across skincare, haircare, hair color, and cosmetics. To further amplify the sentiment, women who embody the many roles will take to social media.
On the campaign, Laura Branik, president of L'Oréal Paris USA, notes "As a mother, I know firsthand that while the title of 'Mom' is the ultimate gift, it is only one of the many titles we hold. At L'Oréal Paris, we believe a woman's worth is found in the totality of who she is—the artist, the leader, the dreamer, and the friend. We are proud to partner with Ulta Beauty to celebrate the multidimensional spirit of every woman who says, 'I am a Mother, and I am worth it."
The L'Oréal Paris "Mother & ___" campaign launches April 19, 2026 in Ulta Beauty stores and Ulta.com. We invite women to join the conversation on social media by sharing their own "Mother &_____" stories and tagging @lorealparis (Instagram) @lorealparisusa (TikTok).
