L'Oréal Brandstorm 2026: The Canadian Final

This year, L'Oréal Brandstorm reached a historic milestone in Canada. 300 teams — an absolute record — answered the call, armed with creativity, ambition, and a bold vision for the future of luxury fragrance. 300 teams ready to push boundaries, challenge conventions, and imagine the unimaginable.

The mission: reimagining olfactory luxury An invitation to reinvent the luxury fragrance experience in all its forms — from next-generation scenting rituals to the iconic flacons of tomorrow, through AI-driven personalization, the science of emotions, and sustainability.

A mission that resonates deeply with who we are at L'Oréal: innovators, creators, visionaries.

The team that gave everything — and won everything At the end of a remarkably intense competition, it was the team from the University of British Columbia (UBC) that emerged victorious: Jordan Cabell, Malcolm Dennill, and Yulia Breiman.

Their project captivated the jury with its depth, originality, and ability to perfectly embody the Brandstorm spirit: innovate boldly, create with intention, and always keep the consumer at the heart of everything.

Congratulations to this exceptional team, who will proudly represent Canada on the world stage in Paris in June 2026!

Outstanding finalists The strength of this edition also lies in the diversity and richness of the talent that reached the grand final.

Brilliant minds from across the country:

• University of British Columbia (UBC)
• Concordia University
• McGill University
• UQAM — Université du Québec à Montréal
• HEC Montréal

Each of these teams demonstrated that the next generation is not only brilliant, but ready to transform our industry.

A jury worthy of the occasion To evaluate these ambitious projects, L'Oréal Canada brought together a panel of inspiring leaders: An Verhulst-Santos | Andrea Guaraldo | Laurie Bouchard | Marc Dicko | Xavier Dubreuil

Their expertise, passion, and discerning eye helped bring out the very best in each team.

Thank you to all of them for their commitment and generosity.

Brandstorm embodies the soul of what we believe in at L'Oréal: an ecosystem of growth, a springboard toward excellence, a place where intellectual curiosity meets concrete innovation.

It is also a promise: that today's talents are tomorrow's leaders.

And this year, with 300 Canadian teams registered, that promise has never felt stronger.

Good luck to Jordan, Malcolm, and Yulia at the World Final!

Canada is behind you. Go get that title!