Over the last ten or so years, L’Oréal has brought a taste of beauty tech to the masses at CES 2026. This time, it has three devices to show off: the “Light Straight + Multi-styler” as well as the helpfully named LED Face Mask and LED Eye Mask.

Don’t let the unassuming names mislead you. These three products actually harbor some unique traits. The Light Straight (and multi-styler, which I’m going to just call the Light Straight from here on), for instance, uses infrared light to help generate the heat required to style your hair. Meanwhile, the LED Face Mask is different from those made by companies like Dr. Dennis Gross, Omnilux, Therabody and Shark. Instead of fairly hard shells that sit rigidly on your face, L’Oréal’s version looks to be pliable and thin.

I haven’t seen this in person yet, though I do intend to do so as soon as possible, but the pictures of the LED Eye Mask look, and I mean this in the best way, ridonkulous. Not only do they appear supple, but they also seem to be transparent, with bulbs and wires you can see inside. In some of the images that the company provided, the masks are completely awash in red as the lights are on. In others, only parts of it are red. One of them even shows the masks sitting in a little carrying case and they almost look like wireless earbuds. I haven’t seen any photos of the LED Face Mask but I can imagine they’d be fairly similar to these.

According to the press release, this “ultra-thin, flexible silicone mask” is currently “in prototype form” and was developed in collaboration with LED solutions company iSmart. The company said this mask “delivers light directly to the face” in 10-minute automatically timed sessions. That’s not too different from existing red light masks, but L’Oréal said it believes “the key to the mask’s effectiveness is its advanced, transparent support, which integrates a skin-safe microcircuit to precisely control the emission of two selected wavelengths of light—red light (630 nm) and near-infrared light (830 nm).”

Since the mask is only launching in 2027, there aren’t details yet on pricing and availability, though the company’s global vice president of tech and open innovation Guive Balooch told Engadget that it would be a premium product that would sit somewhere below the highest priced offerings currently out there.

One of my problems with full-face LED masks is that my skin always feels too parched under them, because you have to use them on clean, dry skin for 10 minutes at a time. Balooch told me that L’Oréal would have a serum developed to be used with its mask that would help with that, while also improving the effectiveness of the light treatment.

That certainly is intriguing, and Balooch indicated that creating formulations that are designed to work with devices like the LED masks is a future direction for the company.

I’m also interested in the Light Straight, which like the company’s AirLight Pro uses infrared light to help dry or style hair. According to the company’s press release, hair straighteners with “ordinary heating places can reach temperatures of 400°F and higher—above the threshold at which keratin denatures, leading to weakened cuticles, breakage and reduced shine.” For context, I used to turn my flatiron all the way up to 425 degrees Fahrenheit to tame my tresses (though these days I find a more reasonable 330 degrees is good enough).

L’Oréal says the Light Straight and its “patented infrared light technology” can “help provide exceptional styling results at lower temperatures, to better protect the health of the hair.” The device’s glass plates never exceed 320 degrees, and the company says its testing found that the Light Straight is three times faster and leaves hair twice as smooth as “leading premium hair stylers.” I’m not sure how you would quantify smoothness, but I’m hopeful the results do pan out in the real world.

The Light Straight uses near-infrared light that L’Oréal says “penetrates deeply into hair fibers” to “reshape internal hydrogen bonds.” It also has sensors onboard with “built-in proprietary algorithms and machine learning” to adapt to your gestures “to maximize individual experience.” I’m not sure what that means, but I hope to find out more this week at CES. Given the Light Straight doesn’t launch till 2027, it’s not surprising that pricing and other details aren’t yet available. But for now, I’m keen to see companies continue to investigate novel, hopefully healthier ways for us to look and feel beautiful.