L'Oréal goes one step further and acquires companies that promote sustainability in its business. L'Oréal has reached an agreement with Swiss company Gjosa, a pioneer in water splitting technology.
This partnership will enable L'Oréal to launch the L'Oréal Professionel Water Saver professional showerhead, which was selected in TIME magazine's "100 Best Inventions of the Year" list in 2021. This patented technology helps hair and beauty salons reduce water consumption by up to 69% and still offer clients an equally complete hair washing experience. This method has been implemented since 2023 in more than 10,000 professional salons in Europe and the Middle East and has contributed to saving more than 182 million litres of water. L'Oréal plans to implement this technology in up to 200,000 more salons worldwide in the coming years.
The French cosmetics giant made its first investment in Gjosa in 2021 with its corporate venture capital fund BOLD. Three years later, it is proceeding with its full acquisition to innovate and expand the application possibilities of Gjosa's beauty technology and optimise water in the best possible way.
The amount and terms of the deal have not been disclosed by either party, although L'Oréal has added that the deal will be completed in the coming weeks.
Nicolas Hieronimus, CEO of L'Oréal Groupe explained in the company's press release that this acquisition helps L'Oréal to incorporate sustainability directly into its products and to integrate water conservation technology into the company's future innovations. Barbara Lavernos, Deputy General Manager of Research, Innovation and Technology at L'Oréal Groupe, said: "with Gjosa officially joining L'Oréal, we can accelerate research and innovation and bring to market more innovative and sustainable Beauty Tech solutions for the professional and consumer markets."