What if a student competition could become the first line on your résumé, or even the first step on the journey to becoming a future leader?
For Mr. Almed Wagih - CEO of L'Oréal Vietnam, that is not a hypothetical.
Back in 2010, while studying in the UK, he joined L’Oréal Brandstorm - L’Oréal’s global innovation competition for young talents passionate about creativity and entrepreneurship. A few years later, that same competition became his first touchpoint with the world’s leading beauty company. From being a Brandstorm participant, he was approached for a career opportunity in the Middle East. Thirteen years later, he is now leading L'Oréal in Vietnam.
Perhaps that is the clearest way to explain why L’Oréal Brandstorm has never been just an idea competition. It is a platform where young people are given the opportunity to solve real business challenges, judged against very real criteria: innovation, scalability, feasibility, and long-term impact in the market.
And at L’Oréal Brandstorm Vietnam 2026, some of Vietnam’s brightest young minds stepped onto that stage once again, with a spirit of being limitless.
Limitless… In Redefining The Future Of Luxury Fragrance
This year, Brandstorm returns with the theme “Craft the Future of Luxury Fragrance”, a challenge that goes far beyond beauty. It touches on the art of craftsmanship, personalized experiences, and the ways luxury brands connect with a new generation of consumers.
Why luxury fragrance? In the world of luxury maisons like Lancôme and YSL Beauty, fragrance has never been just a beauty product. It is a personal signature, a style statement, and a way for each brand to tell its unique story through emotion and memory.
As the luxury fragrance market becomes increasingly competitive, modern consumers are demanding more: scents that feel more personal, shopping experiences that feel more refined, and deeper connections with the brands they choose. That is also the challenge presented to more than 10,000 Vietnamese participants in this year’s Brandstorm: how to redefine the future of luxury fragrance through creative ideas and breakthrough technology.
Limitless… When “Weird” Becomes A Breakthrough
Among thousands of ideas, Team Alternative (ALT) emerged as the national winner. Their project, LE GRAINE - an “artistic fragrance printer” combined with temporary tattoos, surprised the entire room with its boldness and practicality.
But what stood out most was not just the technology or the “out-there” concept. It was how the team viewed their own lack of experience.
When asked about the moment they knew the journey was worth it, the team recalled the moment the idea first came to life. It was when they all looked at each other and thought: this is exactly what we want to do.
When they tested the idea with friends and received the same enthusiasm in return, they realized it was not just a concept that looked good on paper, it was solving a real desire.
From that moment on, the goal was no longer just to compete, but to make it real, and maybe even bring it to Paris.
When asked whether having no prior experience was a disadvantage, the team gave a very Gen Z answer: because they lacked experience, their thinking became more borderless than ever.
Without being constrained by old frameworks or “the right way” of doing things, they allowed themselves to come up with ideas that may have seemed “weird” at first, and then refined them into something groundbreaking.
Limitless… Because Experience Is Not The Only Advantage
The judges were not only impressed by the winning team, but by the overall quality of Vietnamese participants this year.
The CEO of L'Oréal Vietnam described them in 3 words: Communication, Curiosity, and Attention to Detail.
“Communication,” because he was impressed by how confidently teams presented their ideas, especially in English.
“Curiosity,” because many teams went beyond presenting big ideas and took the time to deeply understand L’Oréal’s business model, operations, and brand ecosystem.
“Attention to Detail,” because participants effectively leveraged AI and tools like Adobe Express to create polished visuals, videos, and compelling pitches.
Perhaps that is why, when he looked at all the contestants standing on stage, he did not see winners and losers. “You are all winners. Even if you are not the champions or runners-up, you still gained valuable skills and experiences through this journey.”
Limitless… In How Young People Learn, Create, And Grow
The winning team also shared that the biggest thing they gained was not the title itself, but a shift in mindset.
One member highlighted open-mindedness, the ability to think without limits, as one of the most important skills in a world where consumer behavior is constantly changing. Another pointed to communication skills, not just for presenting, but for expressing ideas, debating with teammates, and making stronger decisions together.
Brandstorm may have ended, but for thousands of young people, their career journey is only just beginning. Whether or not they secure a ticket to Paris this June to attend VivaTech, every participant has already won a more confident version of themselves.
As for Team Alternative, their upcoming journey to Paris is not just the story of one team.
It is proof of a generation of young Vietnamese talents who dare to think differently, act differently, and are ready to shape the future of global Beauty Tech.
From the CEO’s story in 2010 to the national winner’s story today, Brandstorm continues to prove one thing:
Sometimes, it is only when we are not limited by experience that we are able to create something truly new.
About L’Oréal BrandstormL’Oréal Brandstorm is the Group’s largest global innovation competition for young talents under 30. More than just an idea challenge, it is a career-launching platform where participants gain hands-on experience, mentorship, and the opportunity to be recruited by one of the world’s leading beauty companies.In Vietnam, Brandstorm 2026 received 10,755 registrations from 80 universities, making Vietnam one of the Top 4 standout markets in the SAPMENA region. The national winner will go on to represent Vietnam at the international finals in Paris this June