L’Oréal South Africa welcomes the recent decision by the Advertising Regulatory Board (ARB), to uphold the company’s claim that La Roche- Posay is the “No. 1 most recommended brand by dermatologists in South Africa.”
The ruling comes in response to a competitor challenge requesting evidence to support La Roche-Posay’s leadership claim. In response, La Roche-Posay submitted a comprehensive body of substantiating evidence, conducted by an independent, globally recognised research organisation, which concluded in January 2026. After reviewing this evidence, the ARB confirmed the claim is substantiated for continued use in all advertising.
“We are deeply grateful for the trust that South African dermatologists place in La Roche-Posay, and we are pleased that the latest evidence underpinning our No.1 most recommended by South African dermatologists claim has been independently reviewed and upheld,” says Serge Sacre, Managing Director, L’Oréal South Africa. “A recommendation is a clinical choice based on product safety, efficacy, and patient outcomes. That trust is built through consistent product performance, scientific research, and long-term partnerships with healthcare professionals, which drives us to maintain the highest commitment to skin health” Serge concludes.
This outcome reflects L’Oréal’s broader, long-term commitment to evidence-based skincare, supported by its Research and Innovation (R&I) hub in Johannesburg. The facility plays a vital role in deepening the company’s understanding of the skin needs of consumers across Africa and informing the development of scientifically grounded, locally relevant skincare solutions.
“Our goal is to always serve our healthcare partners and their patients with transparency, scientific rigour and trust, which remain at the core of L’Oreal’s approach to skincare innovation and consumer trust,” says Theresa van Rooyen, General Manager, L’Oréal Dermatological Beauty. “We do not take the trust of the medical community for granted. We are pleased that the ARB has verified our data, and we remain committed to ensuring all communications are accurate, responsible and fully aligned with the highest standards of advertising ethics when promoting our pioneering formulations that bring life changing dermatology to South African consumers.”
