Throughout the 1990s and 2000s, Loren was selective about choosing her films and ventured into various areas of business, including , eyewear, jewelry, and perfume.
In the 1990s she worked mostly for television series and became very popular as Gigi Proietti's fiancée in Il Maresciallo Rocca, while working less in films; however, she has also appeared in two recent commercially successful movies, Bertolucci's Io ballo da sola Stealing Beauty, 1996 and Gabriele Muccino's L'ultimo bacio The Last Kiss, 2001.
To this day, she has a scar from the wound on her chin.
She began her career by singing in cabarets and nightclubs.