L’Oréal confirms full agency roster as The Content Works expands remit

January 6, 2025 1:00

Social media and creative agency The Content Works is the latest to join L’Oréal Group’s agency village, and after a number of individual announcements causing confusion, the brand has confirmed its full agency roster to Mumbrella.

With 32 brands in its portfolio – including L’Oréal Paris, Garnier, Maybelline, NYX, Kiehl’s, La Roche-Posay, and Lancôme, among many others – it’s no wonder L’Oréal Group needs such a large agency village.

But, over the past six months, a number of individual announcements from agencies have left many confused without the full picture.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.