On July 21, L’Oréal Group and the National Museum of China officially launched their cultural collaboration project, Path to Beauty, in Beijing. The initiative features 32 curated artifacts from the museum’s collection, showcasing the essence of Chinese beauty across historical periods.

Each piece is accompanied by newly developed interpretive texts designed to offer fresh insights for modern audiences. The project combines an offline guided tour with an interactive digital mini-program, creating a hybrid experience that bridges physical and virtual spaces.

The initiative is rooted in L’Oréal’s global philosophy, “The Essentiality of Beauty,” introduced during the company’s 115th anniversary. In China, the concept is translated as Mei Zhi Dao, blending universal beauty with Eastern philosophical thought — a reflection of L’Oréal’s 28-year commitment to the Chinese market and its aim to inspire more people to discover, create, and share beauty.