L’Oréal Introduces Infrared Styling Tool at CES
L’Oréal has revealed an innovative new hairstyling device at CES that aims to change how consumers think about heat styling. Light Straight was developed by L’Oréal Research & Innovation and uses patented infrared light technology to style hair at significantly lower temperatures than traditional straighteners. The brand describes the launch as a shift in hairstyling from simply correcting damage to actively preventing it.
Unlike conventional flat irons that can reach temperatures of 400℉ or higher, Light Straight’s glass plates are designed not to excess 320℉. According to L’Oréal, temperatures above 400℉ can cause keratin to denature, leading to weakened cuticles, breakage, and dullness. By relying on near-infrared light to reshape internal hydrogen bonds, the device is said to maintain smoother, shinier, and stronger hair while still delivering effective styling results.
Guive Balooch, L’Oréal’s global vice president of augmented beauty and Open Innovation, explained that the goal is to reduce cumulative heat exposure. In a statement, he said the technology allows consumers to protect the integrity of their hair from the very beginning, offering long-term benefits rather than just short-term styling fixes.
Internal testing conducted by the company suggests that Light Straight works three times faster and leaves hair twice as smooth as leading premium stylers. The device can also be used to create curls, adding versatility beyond straightening. Built-in sensors, proprietary algorithms and machine learning allow the tool to adapt to individual styling gestures for a more personalized experience.
L’Oréal plans to complete research and development on Light Straight by 2027, with a global launch date to be announced later. The product has already been recognized as a 2026 CES Innovation Award honoree. Alongside this tool, the company is also showcasing a prototype LED face mask at this year’s event in Las Vegas.
A Decade of Beauty Tech at CES
L’Oréal’s presence at CES has grown steadily over the past ten years, with the company using the event as a platform for some of its most forward-thinking innovations. Last year, it introduced L’Oréal’s Cell BioPrint, a tabletop device offering personalized skin analysis, while in 2024 it debuted Airlight Pro, a hair dryer that also incorporated light technology.
Previous CES highlights include:
2023: Hapta, a computerized makeup applicator designed for users with limited mobility
2022: Colorsonic, a handheld device that mixes and applies hair color
2021: L’Oréal Water Saver, a sustainable salon haircare system
2020: Perso, an AI-powered at-home makeup personalization device
2019: My Skin Track pH by La Roche-Posay, a wearable skin sensor
2018: UV Sense, a battery-free UV sensor
2017: A smart hairbrush developed with Kérastase and Withings
2016: My UV Patch, a stretchable UV detection sensor
With Light Straight, L’Oréal continues to push to blend beauty and technology, focusing on tools that not only enhance appearance but also protect hair health over time.
