L'Oreal – South African trademarks
Updated 8 November 2026
L'Oréal is the French global beauty company. Its portfolio covers make-up, skin care, hair care and fragrance, with brands such as L'Oréal Paris, Garnier, Maybelline and Lancôme.
How L'Oreal has built and protected its brands in South Africa – its trademark portfolio, where it expanded, how quickly its marks are registered, and who it competes with.
Download report (PDF)L'Oreal trademarks in 45 seconds
Watch the video on its own page, with transcript – https://snz.co.za/trademark-country-selection-direct/loreal-south-african-trademarks/overview-video.html
A portfolio built over time
L'Oreal filed its first South African trademark in 1930 and has filed 2,018 since; its busiest year was 2005, with 71 new filings. The chart shows its filings per year from 1970.
Trademarks by filing year, up to 2024; applications still pending are not included.
The names behind the portfolio
Over the years the group has filed under several names – earlier company names, holding companies and subsidiaries. We count them together.
| Name | Marks | Filing years |
|---|---|---|
| L'Oreal | 1,791 | 1930–2025 |
| Lancome Parfums Et Beaute and Cie | 189 | 1964–2017 |
| Yves Saint Laurent Parfums | 146 | 1965–2023 |
| Yves Saint Laurent | 31 | 2000–2021 |
| L Oreal | 28 | 1982–2023 |
| L'Oreal UK | 23 | 2008–2022 |
| Yves Saint Laurent Sarl Societe A Responsabilite | 20 | 1966–2005 |
| L'Oreal South Africa | 16 | 1974–2005 |
Where L'Oreal expanded its business
Trademark classes show what a business sells. L'Oreal's portfolio is concentrated in cosmetics & cleaning (class 3), pharmaceuticals (class 5), clothing (class 25). Its most recent moves were into finance & insurance (2022), textiles (2018), toys & sports goods (2018).
L'Oreal trademarks: expansion into trademark classes, 1970–2025
Watch the video on its own page, with transcript – https://snz.co.za/trademark-country-selection-direct/loreal-south-african-trademarks/class-expansion-video.html
Each tile is a class; it lights up when the group first files in it and darkens with more filings; the dots show how many of its closest rivals also file in that class. The chart compares the number of classes used with its rivals. The video runs from 1970; classes entered earlier are lit from the start.
| Class | Marks | Share | Since |
|---|---|---|---|
| 3 Cosmetics & cleaning | 1,805 | 89.4% | 1930 |
| 5 Pharmaceuticals | 30 | 1.5% | 1967 |
| 25 Clothing | 20 | 1.0% | 1966 |
| 21 Kitchenware | 19 | 0.9% | 1976 |
| 41 Education & entertainment | 17 | 0.8% | 2002 |
| 35 Advertising & retail | 13 | 0.6% | 2012 |
| 44 Medical & beauty care | 13 | 0.6% | 2004 |
| 14 Jewellery & watches | 13 | 0.6% | 1971 |
The brands L'Oreal protects most
The word marks and logo names L'Oreal has filed most often – the same brand filed in more classes, in more versions or again over the years.
| # | Brand | Trademarks | Classes | Filed |
|---|---|---|---|---|
| 1 | SAINT LAURENT RIVE DROITE | 23 | 12 | 2018–2018 |
| 2 | ALEXANDRE DE PARIS | 12 | 12 | 1991–1991 |
| 3 | LANCOME | 9 | 9 | 1947–1978 |
| 4 | YSL | 9 | 6 | 1997–2021 |
| 5 | SAINT LAURENT | 8 | 8 | 2012–2023 |
| 6 | YSL YVES SAINT LAURENT | 8 | 8 | 1965–1994 |
| 7 | L'OREAL PROFESSIONNEL | 7 | 7 | 1996–1996 |
| 8 | SAINT LAURENT PARIS | 7 | 7 | 2012–2012 |
| 9 | RIVE GAUCHE | 6 | 5 | 1970–2000 |
| 10 | YVESSAINTLAURENT | 5 | 5 | 1993–2000 |
| 11 | EM MICHELLE PHAN | 5 | 4 | 2013–2013 |
| 12 | A MARRAKECH THE | 4 | 4 | 1995–1995 |
| 13 | C.R.A.F.T. | 4 | 4 | 2001–2002 |
| 14 | DENSITIVE | 4 | 4 | 2006–2006 |
| 15 | ESSIE HANDS ALL IN | 4 | 4 | 2022–2022 |
Logos filed most often (since 2020)
L'Oreal's logos
The 44 different logos L'Oreal has had published since 2020 – each logo shown once, however many classes or versions it was filed in. Logos protected in more classes come first.
How quickly its trademarks are registered
Over the last five years, L'Oreal's marks took a median of 2.3 years from filing to registration, faster than the market's 2.7 years. Most of that time is examination: 1.5 years from filing to acceptance (market: 1.9). Registration itself follows about half a year after acceptance.
Median years from filing to registration per registration year, split into examination (filing → acceptance) and acceptance → registration; the dashed line is the market median. A high recent value means older applications came through that year.
Who files the most in L'Oreal's classes
Ranked by number of trademarks filed in L'Oreal's main classes – any company that files there, whatever else it does (including retailers' own brands). This shows L'Oreal's market position, not who is most like it.
In the last five years, L'Oreal was #1 of 1,836 filers in class 3 (cosmetics & cleaning), with 130 of 3,958 trademarks; #289 of 2,050 filers in class 5 (pharmaceuticals), with 4 of 6,111 trademarks.
L'Oreal's share of all trademarks filed in each of its main classes, per filing year.
Top trademark filers in class 3 (cosmetics & cleaning), South Africa 1975–2024: L'Oreal
Watch the video on its own page, with transcript – https://snz.co.za/trademark-country-selection-direct/loreal-south-african-trademarks/class-3-race-video.html
Main competitors – the companies most like L'Oreal
Ranked by how similar their whole trademark portfolio is to L'Oreal's – the same mix of classes and the same words in their marks – not by size. Large filers in its classes that do something different rank lower here.
L'Oreal's closest competitors in South Africa are Amka, Bora Creations, Beiersdorf and Unilever.
L'Oreal trademarks vs competitors: filings per year, 2010–2024
Watch the video on its own page, with transcript – https://snz.co.za/trademark-country-selection-direct/loreal-south-african-trademarks/competitors-video.html
Trademark filings per year: L'Oreal (orange) and its five closest competitors.
| # | Company | Relationship | Similarity |
|---|---|---|---|
| 1 | Amka | Direct competitor | 100% |
| 2 | Bora Creations | Direct competitor | 98% |
| 3 | Beiersdorf | Direct competitor | 97% |
| 4 | Unilever | Direct competitor | 94% |
| 5 | Make Up Art Cosmetics | Direct competitor | 94% |
| 6 | Clinique Laboratories | Direct competitor | 91% |
| 7 | Colgate-Palmolive | Direct competitor | 90% |
| 8 | LVMH | Direct competitor | 89% |
| 9 | Procter & Gamble | Direct competitor | 85% |
| 10 | Indigo Brands | Direct competitor | 85% |
Similarity of trademark activity since 2015 (classes and words used in marks). Retailers appear where their own brands compete on the shelf.
L'Oreal – relevant export countries
South Africa exported US$3.1 billion of the goods L'Oreal's main classes cover in the last year – cosmetics; care; make-up; lotions (class 3); dietary supplements; nutritional supplements; skin; medicated (class 5); clothing; gloves; footwear; belts (class 25); brushes; containers; dishes; sponges (class 21); jewellery; watches; bracelets; necklaces (class 14). Combining where these goods are exported, imported, growing and made (and copied), and what protection costs, these are the markets where L'Oreal's trademarks matter most.
Adjust the weightings
These weightings decide how the countries below are ranked. Change any value and the others adjust to keep the total at 100%.
Worldwide
| # | Market | Score | SA exports | Import growth / yr | Route | Cost, 5 classes |
|---|---|---|---|---|---|---|
| 1 | United States of America | 78 | US$290 m | -2% | National | US$3,425 |
| 2 | European Union | 74 | US$158 m | +1% | National | US$2,388 |
| 3 | United Kingdom | 69 | US$57 m | -4% | National | US$1,371 |
| 4 | Namibia | 63 | US$445 m | +5% | ARIPO | US$450 |
| 5 | Japan | 63 | US$12 m | -5% | National | US$1,774 |
| 6 | Botswana | 61 | US$418 m | -1% | ARIPO | US$450 |
| 7 | Canada | 61 | US$10.0 m | -4% | National | US$2,192 |
| 8 | Australia | 61 | US$39 m | -5% | National | US$2,380 |
| 9 | Hong Kong SAR | 59 | US$9.5 m | +2% | National | US$1,715 |
| 10 | United Arab Emirates | 59 | US$170 m | +7% | National | US$14,375 |
Africa
| # | Market | Score | SA exports | Import growth / yr | Route | Cost, 5 classes |
|---|---|---|---|---|---|---|
| 1 | Namibia | 63 | US$445 m | +5% | ARIPO | US$450 S&Z |
| 2 | Botswana | 61 | US$418 m | -1% | ARIPO | US$450 S&Z |
| 3 | Zimbabwe | 57 | US$228 m | -2% | ARIPO | US$450 S&Z |
| 4 | Nigeria | 55 | US$39 m | -15% | National | US$1,015 S&Z |
| 5 | Mozambique | 54 | US$194 m | -16% | ARIPO | US$450 S&Z |
| 6 | OAPI (17 states) | 53 | US$26 m | +0% | National | US$1,563 S&Z |
| 7 | Malawi | 52 | US$48 m | +4% | ARIPO | US$450 S&Z |
| 8 | Tanzania | 52 | US$39 m | -16% | ARIPO | US$450 S&Z |
| 9 | Algeria | 49 | US$1.1 m | +13% | National | US$1,445 |
| 10 | Uganda | 49 | US$13 m | -8% | ARIPO | US$450 S&Z |
SA exports = South Africa's exports of these goods to the market in the last year. Ranked with the default weightings. Score 0–100 from South Africa's exports of the goods to the market, net imports, import growth, foreign trademark filings, where the goods are made, market size and the cost of protection. Costs are total fees (official and professional) to file in 5 classes; ARIPO costs are per country, plus US$301 once per ARIPO application; S&Z = S&Z's own all-in price. Goods are taken from the classes and specifications, so the ranking is indicative.
Trade data: CEPII BACI (version 202601, trade flows 2022–2024), Licence Etalab 2.0; aggregated and combined with other data by S&Z.
Protecting its top brands in Nigeria and OAPI with S&Z
| Brand | Classes | Nigeria | OAPI (17 states) |
|---|---|---|---|
| SAINT LAURENT RIVE DROITE | 12 | US$2,436 | US$2,856 |
| ALEXANDRE DE PARIS | 12 | US$2,436 | US$2,856 |
| LANCOME | 9 | US$1,827 | US$2,302 |
| YSL | 6 | US$1,218 | US$1,748 |
| SAINT LAURENT | 8 | US$1,624 | US$2,117 |
S&Z all-in prices per brand in its number of classes, filing to registration.
TM Country Selection Rank the countries for your own goods and get the quotes.
Word marks you may have considered opposing
For L'Oreal's five most-filed brands: word marks of other companies (not L'Oreal's own group) that our similar word mark search, SimTM, found in the brand's own classes, and that we consider confusingly similar – from the earliest match found to today.
Similar to ALEXANDRE DE PARIS (classes 3, 21, 25; searched 2018-01-31 to 2026-11-07)
No confusingly similar marks of other companies found in this period.
Similar to LANCOME (classes 3, 5, 21, 25; searched 2018-12-19 to 2026-11-07)
No confusingly similar marks of other companies found in this period.
Similar to SAINT LAURENT RIVE DROITE (classes 21, 25; searched 2018-03-28 to 2026-11-08)
No confusingly similar marks of other companies found in this period.
Similar to YSL (classes 3, 9, 14, 18, 25, 35; no close matches in the search)
No confusingly similar marks of other companies found.
Similar to SAINT LAURENT (classes 3, 4, 9, 14, 18, 21, 25, 35; searched 2018-03-28 to 2026-11-08)
No confusingly similar marks of other companies found in this period.
Similarity of the words only. Whether a mark could have been opposed depends on the goods and services, the reputation of the brand and the facts – S&Z can advise. New marks like these are what SimTM watch reports as they are published.
How S&Z can help you
S&Z does not just file trademarks. We are a technology-first firm that manages trademarks – analysing your data, monitoring competitors and making sure your trademark assets remain protected.
We manage your trademarks – not just file them
Analysing your data, monitoring competitors and making sure your trademark assets remain protected:
Filing and renewal at fixed, all-inclusive prices
S&Z prices – South African trademarks
| Filing, first class – incl. official fee, examination report, routine office action, acceptance, publication, registration and e-certificate | US$240 |
| Each additional class of the same mark, filed at the same time | US$225 |
| Renewal online, per class (every 10 years from filing) | R1,027 ≈ US$62.29 |
Renewal in rand; US$ at R16.49 per US$.
L'Oreal's next five years of renewals
516 of L'Oreal's registered marks reach their ten-year renewal date in 2027–2031. Renewed online with S&Z, that costs about US$32,141 over the five years.
L'Oreal: frequently asked questions
What should L'Oreal consider for its trademarks?
- Where to file next: its goods sell strongly in Namibia, Botswana and Zimbabwe – markets where South African exports of the same goods are large or growing, and where S&Z files at its own all-in prices (see “L'Oreal – relevant export countries”).
- Possible gaps: its competitors also protect class 38 (telecoms), class 32 (beer & soft drinks) – worth checking against what the business sells or plans to sell.
- Fewer new brands: new brand names fell from 48.4 to 26.0 a year – worth reviewing whether planned launches are being protected early enough.
- Renewals and use: keep track of the ten-year renewal dates and of marks that are no longer used – unused marks can be challenged after five years, and some may no longer be worth renewing.