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He called his improved hair dye Aureole. With that, the history of L'Oreal began. Eugene Schueller formulated and manufactured his own products, which he then sold to Parisian hairdressers.
In 1909, Schueller registered his company, the Societe Francaise de Teintures Inoffensives pour Cheveux ("Safe Hair Dye Company of France"), the future L'Oreal. The guiding principles of the company that would become L'Oreal were put into place from the start: research and innovation in the interest of beauty.
During the early twentieth century, Schueller provided financial support and held meetings for La Cagoule at L'Oreal headquarters...
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