L’Oréal Paris USA has announced the ten honourees for its 2025 Women of Worth programme, marking the 20th anniversary of the global beauty brand’s long-running initiative that celebrates women making a difference through non-profit work.

The Women of Worth programme recognises women across the United States who have shown exceptional leadership, compassion, and innovation in serving their communities. Each of the ten honourees will receive $25,000 in funding, as well as mentorship opportunities and national visibility through L’Oréal Paris’ platforms.

Since launching in 2005, the initiative has honoured 200 women whose grassroots efforts span areas such as health, education, environmental justice, and mental wellness. Over two decades, the programme has contributed millions of dollars in grants, supported non-profit leaders with mentorship programmes, and amplified their work through national media exposure to help them expand their impact.

The 2025 milestone celebration will also feature L’Oréal Paris ambassadors Eva Longoria, Helen Mirren, and Aja Naomi King, who are lending their voices to amplify the stories and missions of this year’s honourees through exclusive content.

“Two decades later, Women of Worth continues to embody the spirit of our iconic tagline Because You’re Worth It,” said L’Oréal Paris USA President, Laura Branik. “Celebrating 20 years of this program reminds us that honoring women’s contributions, resourcing their visions, and shining a national spotlight on their courage can truly change the world.”

Eva Longoria, actress, director, and long-time L’Oréal Paris spokesperson, reflected on her two-decade association with the initiative. “Being part of the L’Oréal Paris family for 20 years and celebrating the 20th anniversary of the Women of Worth program, is extraordinary. Giving back is a shared core value of mine and L’Oréal Paris, and I’ve loved watching this program grow from the very beginning. It has created a legacy of impact, proving that every act of compassion and leadership matters—and that every woman, every day, is truly worth it,” she said.

Fellow spokesperson Helen Mirren called the anniversary a powerful milestone. “Two decades of Women of Worth isn’t just a milestone—it’s a testament to the unstoppable power of women’s courage and commitment. Seeing this legacy grow year after year reminds us that lifting others up creates a ripple effect felt for generations,” she said.

“As a judge for this year’s Women of Worth honorees, I had the privilege of hearing firsthand the stories of these remarkable women,” said Emmy nominated actress and L’Oréal Paris spokesperson Aja Naomi King. “It was a humbling reminder of the resilience, compassion, and vision that fuel real change. On this 20th anniversary, it is an honor to help shine a light on their work and celebrate the legacy of Women of Worth.”

The programme continues to serve as a cornerstone of L’Oréal Paris’ mission to empower women and celebrate the transformative power of female leadership and service.