The L’Oréal Paris show returns to the foot of the Eiffel Tower on 28 September 2026
Picture Place Joffre transformed into a giant runway, with the Eiffel Tower as a backdrop and international stars just a few metres away. That is exactly what the L’Oréal Paris show promises for its ninth edition, scheduled for Monday 28 September 2026 at 9 p.m. And the best part? Anyone can attend, completely free of charge.
Free entry to the L’Oréal Paris show: how does it work?
Since 2017, the brand has made a habit of taking over the most iconic locations in the capital to set up its open-air runways. This year, it is Place Joffre, in the 7th arrondissement, that plays host to the show. Entry is free, but prior registration is required, subject to availability. Sign-ups are already open on the brand’s dedicated platform.
For those who cannot secure a spot, the show will be livestreamed on L’Oréal Paris’s social media channels, including Instagram, TikTok and YouTube, as well as on the official website. Broadcasts are also planned in other French cities, in Marseille and Lyon. In other words, there is no excuse to miss the event, wherever you happen to be.
The theme and cast of this ninth edition
For the 2026 show, L’Oréal Paris has chosen the theme “Express Your Worth”, centred on self-affirmation. The idea behind this angle is to celebrate beauty in all its forms, turning the runway into a space of self-confidence, freedom and personal expression.
The announced cast for this L’Oréal Paris show is particularly impressive. It includes:
- Simone Ashley and Cara Delevingne, two defining faces of international fashion
- Viola Davis and Jane Fonda, actresses and long-standing brand ambassadors
- Kendall Jenner and Eva Longoria, regulars on the Parisian runway
- Aishwarya Rai, Marie Bochet and Charlotte Cardin, representing the diversity of the cast
- Kristen Bell, a new L’Oréal Paris ambassador making her debut on this runway
Andie MacDowell rounds out this international line-up. Kristen Bell’s appearance is particularly anticipated, as it marks her first time walking the show since joining the brand as an ambassador.
The beauty work behind the scenes
Behind the looks presented on the runway, two of the brand’s experts will be at the helm. Harold James, L’Oréal Paris International Makeup Artist, will oversee the makeup creations. Stéphane Lancien, hair expert, will be responsible for the hairstyles. Together, they will craft looks in keeping with the “Express Your Worth” theme, designed to highlight the individuality of each personality on the runway.
This behind-the-scenes work is an essential component of the L’Oréal Paris show. Because beyond the outfits, it is beauty in its entirety, makeup and hair included, that sits at the heart of the spectacle offered to the Parisian public each year.
Why this event matters in the Parisian calendar
Edition after edition, the L’Oréal Paris show has established itself as one of the most anticipated beauty events of the autumn season. Its open-air format, free admission and international cast make it a show unlike any other in the Fashion Week calendar. Place Joffre, at the foot of the Eiffel Tower, provides a spectacular setting that only amplifies the visual scale of the event.
For this ninth edition, the L’Oréal Paris show brings together all the ingredients that have made it a success: an iconic venue, personalities from every corner of the globe, a top-tier beauty team and a powerful theme. Whether you are there in person on Place Joffre or watching from your sofa via social media, the 28 September 2026 date is shaping up to be one you will not want to miss.
