From providing mammograms to underserved women to combating human trafficking, the L’Oréal Women of Worth program has transformed grassroots activism into national impact. What began as a corporate beauty initiative 19 years ago has evolved into one of America’s leading corporate platforms for female changemakers, exemplifying tangible corporate social responsibility.
The program has empowered 190 female leaders through financial support, mentorship, and a powerful platform to amplify their community impact. “My job is to showcase the strength of the brand and what we can do beyond selling beauty products,” said Ali Goldstein, President of L’Oréal Paris USA.
Selecting Future Changemakers
Each year, the program selects 10 honorees from 2,000–3,000 applications. The selection process, aided by Points of Light, ensures diversity across causes, ages, and geographies while addressing contemporary social issues such as voter registration, refugee support, and human trafficking prevention. Each honoree receives a $25,000 grant via GlobalGiving, mentorship from L’Oréal Paris’ network, and a national platform to share their stories. “Our role as a brand is to give them a platform and help them thrive,” Goldstein explained.
A Night of Recognition
Elle Fanning, L’Oréal Paris Women of Worth spokesperson, attends the 19th annual celebration …(+) event (Jordan Strauss/AP Content Service for L’Oréal Paris)
Courtesy of L’Oréal Paris
L’Oréal Paris celebrated the 2024 class of honorees at their annual event in Los Angeles. Brand spokespeople Elle Fanning, Cara Delevingne, Helen Mirren, Aja Naomi King, and Andie MacDowell came together to honor the remarkable women and their achievements as part of the 2024 honoree class. “I am so excited to be part of the celebration of these amazing women,” said spokesperson and actress Elle Fanning. “The honorees truly embody what it means to be ‘Worth It,’ and I am deeply 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 stems from their iconic 1971 tagline, “Because You’re Worth It,” created by copywriter Ilon Speck, challenging traditional beauty advertising by prioritizing women’s voices. The Women of Worth program, founded by former president Carol Hamilton, identifies and supports grassroots organizations led by women making significant societal impacts. “We tackle the deepest, darkest issues and truly strive to bring them to the forefront,” Goldstein said.
Building a Network of Change
Copywriter Ilon Speck created the famous tagline, “Because You’re Worth It,” in 1971.
Courtesy of L’Oréal Paris
Beyond individual recognition, the program has created a strong network of changemakers. The 190 honorees are connected via a LinkedIn platform, fostering collaboration and knowledge sharing. The impact extends beyond the honorees, influencing L’Oréal’s internal culture, where employees eagerly contribute their expertise and support.
Looking Ahead
As the Women of Worth program approaches its 20th anniversary, L’Oréal plans to celebrate by spotlighting past honorees and their achievements. “The causes they represent truly reflect the issues of today,” Goldstein said. By amplifying grassroots voices and providing essential resources, L’Oréal has established a sustainable model for corporate social impact that dynamically responds to society’s most urgent needs.
