L’Oréal has announced an agreement to acquire the remaining shares of Gjosa, a Swiss startup specializing in water fractioning technology. This move strengthens their commitment to sustainability and water conservation in the beauty industry.

The Journey of L’Oréal and Gjosa

L’Oréal first partnered with Gjosa to develop the L’Oréal Professionnel Water Saver, a professional showerhead that reduces water consumption by up to 69% without compromising washing quality. This product was recognized by TIME Magazine in 2021 as one of the “100 Best Inventions of the Year.”

Since 2023, the Water Saver has been adopted by more than 10,000 professional hair salons across Europe and the Middle East, collectively saving over 182 million liters of water. L’Oréal plans to expand its reach to over 200,000 salons globally.

Strengthening Sustainable Commitments

In 2021, L’Oréal invested in Gjosa through its corporate venture capital fund, BOLD (Business Opportunities for L’Oréal Development). By fully acquiring Gjosa, L’Oréal reinforces its “L’Oréal for the Future” sustainability goals, focusing on responsible water management and reduced resource consumption.

Nicolas Hieronimus, CEO of L’Oréal Groupe, emphasized the significance of the acquisition, stating, “Acquiring Gjosa strengthens our ability to integrate water-saving technologies into our products and expand sustainable beauty solutions worldwide.”

Barbara Lavernos, Deputy CEO in charge of Research, Innovation, and Technology at L’Oréal, added, “With nearly 60% of the world’s population expected to experience water stress by 2030, integrating scientific and technological advancements into our sustainability efforts is crucial.”

The Future of Water-Saving Beauty Tech

Amin Abdulla, co-founder and board member of Gjosa, expressed excitement about the acquisition, saying, “L’Oréal has been our most important partner, and becoming part of the group allows us to expand our technology into new markets and applications.”

Gjosa CEO Laurent Manca highlighted the synergy between the two companies, stating, “By combining L’Oréal’s leadership in the beauty industry with Gjosa’s expertise in water-saving technology, we can revolutionize sustainable beauty innovations on a large scale.”

The acquisition is expected to be finalized within the next few weeks, subject to standard regulatory approvals.

About L’Oréal

With over 110 years in the beauty industry, L’Oréal remains a global leader committed to sustainability and innovation. The company boasts a diverse portfolio of 37 international brands and has made significant commitments to responsible environmental practices through its “L’Oréal for the Future” program.

In 2022, L’Oréal generated sales of €38.26 billion, employing over 87,400 people across various sectors. The company’s investment in research and innovation is evident, with 20 research centers worldwide and over 9,500 professionals dedicated to scientific and technological advancements in beauty.