L'Oreal Romania Partners With SAMY to Boost Local Digital Marketing

Apr. 28, 2026

L’Oréal Romania partners with global social-first agency SAMY to elevate its digital presence through integrated, end-to-end creator partnerships.     

Starting in June 2026, SAMY will manage the entire ecosystem for all 21 brands of the L’Oréal Groupe in Romania. The agency will manage content creators to develop product promotion campaigns. Through this decision, L’Oréal directly contributes to the local economy by creating specialist jobs in the local digital marketing sector, bringing a European-level operational model to Romania and creating the conditions for it to develop in line with the standards of mature markets in the region.

Smaranda Telabă, Chief Digital Marketing Officer, L’Oréal Romania said:

"The partnership with SAMY marks a profound transformation of L’Oréal Romania’s advocacy model, integrating best-in-class expertise and data-driven technology at the heart of our digital strategy. SAMY will act as a strategic enabler, providing us with the agility and governance needed to build authentic and scalable relationships with content creators. Through this collaboration, we aim to bring our brands closer to consumers in a more relevant way than ever before, constantly adapting to the dynamics of today’s social ecosystem."

 

SAMY operates in 55 global markets, manages the relationship with content creators for L’Oréal in markets including Italy, Spain, the United Kingdom, the Nordic countries, Latin America and the United States, and surpassed €100 million in revenue in 2024. In 2025, investment fund Bridgepoint reinvested in the company, becoming its majority shareholder.

Sonsoles Piñeiro Kruik, Chief Growth & Operations Officer at SAMY said:

"We are incredibly proud to expand our strategic partnership with the L'Oréal Groupe into the Romanian market. At a time when influencer marketing has firmly established itself as the driving force behind their digital strategy, our goal is to provide the global consistency and cultural fluency needed for the brand to resonate powerfully across this region."

 

The partnership reaffirms L’Oréal’s vision that a brand’s success is built through direct and honest dialogue with the public, alongside content creators who inspire trust.

Present on the local market for 27 years, L’Oréal has consistently supported economic development, from retail and beauty salons to pharmacies and dermatology, scientific research, and technology, with the company continually bringing to Romania the innovations that define the global beauty industry. The company’s impact is also reflected in large-scale social projects:

• L’Oréal – UNESCO “For Women in Science”: Over half a million euros invested in supporting 52 young female researchers in Romania.
• Brandstorm: An annual competition that offers Romanian students the chance to innovate in the international business environment.