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Light Straight moves hairstyling "beyond correction into prevention,” according to the beauty brand.
January 5, 2026
By: Christine Esposito
Editor-in-Chief
At CES, L’Oréal Groupe introduced Light Straight, a new hairstyling tool that offers an alternative to high-heat hair straighteners.
Developed by L’Oréal Research & Innovation, the device uses patented infrared light technology to help style hair at lower temperatures. Glass plates are said to effectively straighten hair but do not exceed 320°F; traditional straighteners can reach temperatures of 400°F and more.
At 400°F and above is when keratin denatures, which leads to weakened cuticles, breakage and reduced shine, according to L’Oréal.
The device uses near-infrared light to reshape internal hydrogen bonds. L’Oréal asserts this keeps the natural hair cuticle smoother, shinier and stronger, while achieving desired styling results.
“Light Straight moves hairstyling beyond correction into prevention. Limiting cumulative heat exposure to help preserve the integrity of natural hair from the start, we’re enabling consumers to protect their hair now and for the future,” Guive Balooch, global vice president, augmented beauty and Open Innovation at L’Oréal, said in a press statement.
Balooch is also a member of the Consumer Technology Association’s (CTA) Board of Industry Leaders. CTA is the organization behind CES.
According to tests conducted by L’Oréal, Light Straight works 3X faster and leaves hair 2X smoother than leading premium hair stylers. It can be used to curl hair.
The device’s internal sensors with built-in proprietary algorithms and machine learning adapts to the user’s gestures to maximize individual experience.
L’Oréal expects to complete R&D of Light Straight by the 2027, with the global launch date announced later.
The tool was named a 2026 CES Innovation Award honoree.
The beauty company is also showing a prototype LED face mask at CES, which began with press events last night in Las Vegas.
L’Oréal has had a presence at CES for a decade.
Last year, L’Oréal unveiled L’Oréal Cell BioPrint, a tabletop device that provides personalized skin analysis.
In 2024, CEO Nicolas Hieronimus delivered a keynote and it debuted Airlight Pro, a hair dryer that, like Light Straight, incorporated light technology.
Here are other beauty tech advances unveiled at CES by L’Oréal:
2023: Hapta, a handheld, computerized makeup applicator designed for people with limited hand and arm mobility
2022: Colorsonic, a handheld that mixes and applies haircolor
2021: L’Oréal Water Saver, a sustainable haircare system for salons
2020: Perso, an AI-powered at-home device that creates personalized makeup
2019: My Skin Track pH (La Roche-Posay), a wearable sensor and companion app that measures personal skin pH levels and create customized product regimens to better care for skin
2018: UV Sense, a battery-free wearable electronic UV sensor
2017: A smart hairbrush co-developed by Kérastase and Withings
2016: My UV Patch, a stretchable skin sensor for UV detection
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