Laila Benjelloun Touimi drives inclusive leadership and sustainability strategy

Monday 23 March 2026 - 09:55

By: Dakir Madiha

Laila Benjelloun Touimi drives inclusive leadership and sustainability strategy

Laila Benjelloun Touimi, chief executive of L’Oréal Maroc, promotes a leadership approach based on merit, adaptability and team impact rather than gender. In an interview with Les Échos, she said professional success depends on performance and the ability to lead effectively, reflecting wider progress toward workplace inclusion in Morocco.

She joined L’Oréal in 2000 as an intern after graduating from ISCAE in Casablanca. Her career advanced through several key positions, including marketing director for the mass market segment in Morocco and later regional marketing director for Africa and the Middle East in Paris. In 2019, she became the first Moroccan and the first woman to lead L’Oréal Maroc.

She now manages a portfolio of 18 international brands adapted to local market needs. Women hold more than half of the company’s middle management and executive committee roles, reflecting a strategy focused on diversity and internal talent development.

The company has also strengthened its environmental commitments. In March 2025, its Casablanca headquarters received LEED Platinum certification, marking the first commercial building in Morocco to reach this level for energy efficiency, water management and environmental standards. This milestone forms part of the global “L’Oréal for the Future” program, which targets carbon neutrality by 2050.

L’Oréal Maroc has expanded initiatives to limit environmental impact through refillable products, eco-designed packaging and more efficient logistics. Cardboard-based packaging for skincare products illustrates efforts to reduce resource use. Partnerships with local suppliers aim to support biodiversity while responding to growing consumer demand for sustainable goods.

Benjelloun Touimi said the shift toward sustainability must remain balanced as the sector faces pressure on resources. The company is working to align innovation with reduced water and carbon use.

She continues to support the advancement of women in leadership through mentorship and training programs designed to promote internal career growth. Her own trajectory, from intern to chief executive, reflects long-term professional development within the company.

Beyond corporate operations, she supports initiatives that promote women’s empowerment and education, particularly in science and technology. As female entrepreneurship expands in Morocco, her leadership underscores the role of diversity in economic performance.

L’Oréal Maroc reported a 15 percent increase in sales of environmentally responsible products in 2025, highlighting rising consumer demand for sustainable and transparent offerings. The company continues to position inclusive leadership and environmental responsibility at the core of its long-term strategy.