L’Oréal Morocco has made two changes at the top. Gilles Delaunay, a 27-year veteran of the group, is the new Managing Director, and Leila Benjelloun Touimi, who led the subsidiary since 2019, becomes Chairwoman. Both appointments took effect on October 1, 2026. During Touimi’s time as head of the company, L’Oréal Morocco doubled its turnover.
In his new role, Gilles Delaunay will lead L’Oréal Morocco’s operations and continue the development of its business. Leila Benjelloun Touimi will focus on the company’s institutional presence in Morocco and its relations with stakeholders. She will also support the activities of the L’Oréal Foundation in the country, according to a company statement.
L’Oréal has been present in Morocco since 1943. The company says the two appointments show the group’s commitment to continuing its growth in the Kingdom on a sustainable basis, as its business keeps expanding and it strengthens its market position.
An in-house career spanning 26 years
Leila Benjelloun Touimi is a graduate of the Institut Supérieur de Commerce et d’Administration des Entreprises (ISCAE). She joined L’Oréal Morocco as an intern in 2000 and held several marketing positions. She then moved to Paris, where she helped develop the L’Oréal Paris brand across Africa and the Middle East. In 2014, she returned to Morocco to run the Consumer Products Division, and in 2019 she was appointed Managing Director of L’Oréal Morocco.
Under her leadership, the company doubled its turnover, posted strong annual growth, strengthened its position in the market and gained significant market share. During this period, L’Oréal Morocco also moved into a new headquarters certified HQE Gold and LEED Platinum, one of the highest ratings recorded in Morocco.
Touimi also supported several programmes for women and female researchers in science, technology, engineering and mathematics (STEM), as well as initiatives to help people with disabilities find work. She also backed international mobility for Moroccan talent, opening wider career paths for them within the group.
A specialist in commercial transformation
Gilles Delaunay has 27 years of experience at L’Oréal in France and internationally, more than 20 of them in the Consumer Products Division. Over his career, he has helped develop the group’s business in several markets and has worked on commercial transformation projects. In his most recent role, as Global Head of Commercial Transformation, he helped design and launch a series of commercial transformation initiatives across the group.
What they said
“For more than eighty years, L’Oréal Morocco has continued to grow thanks to the commitment of its employees, the trust of our customers and the strong relationships we have with our partners. Today I want to sincerely thank all of them,” said Leila Benjelloun Touimi. “I am very proud of the journey we have made, and above all of what we have built together. I am happy to continue this journey in my new role as Chairwoman of L’Oréal Morocco, and to put my experience and my deep knowledge of the Moroccan ecosystem at L’Oréal’s service, to strengthen its presence and reputation.”
Gilles Delaunay said: “The cosmetics market in Morocco is very dynamic. Its momentum comes from consumers with diverse expectations and from players with recognised expertise and know-how. I am delighted to join L’Oréal Morocco and work alongside its teams. The company has built its growth on the commitment of these teams and the trust of its partners.” He added: “I look forward to continuing this journey, strengthening these ties and driving our growth by always listening to the market. Our ambition is to offer beauty solutions that meet the expectations of Moroccan women and men.”
L’Oréal in Morocco
L’Oréal Morocco sells 19 internationally known brands in the Kingdom. It works through four divisions: Consumer Products, Dermatological Beauty, Professional Products and L’Oréal Luxe. Its products reach consumers through a wide range of channels, including supermarkets, pharmacies, parapharmacies, hair salons, perfume shops and beauty chains.
In 2025, for the third year in a row, L’Oréal Morocco was named the most admired brand in Morocco in the personal care and cosmetics category of the Brand Africa 100: Morocco’s Best Brands ranking, produced by Kantar and Geopoll.
The Moroccan subsidiary belongs to the world’s largest beauty group. L’Oréal reported sales of €44.05 billion in 2025, up 4.0% like-for-like, and operating profit of €8.89 billion, or 20.2% of sales. E-commerce passed 30% of group sales for the first time.
