L’Oréal, a major global beauty company, has acquired Gjosa, a Biel-based start-up known for its water-saving technology. This follows L’Oréal’s initial investment in 2021 and underscores its commitment to sustainable water management, aligning with its “L’Oréal for the Future” initiatives.

Gjosa developed the L’Oréal Professionnel Water Saver, a revolutionary showerhead featured in TIME Magazine’s “100 Best Inventions of the Year” in 2021. This technology reduces water usage in hair salons by up to 69%, without compromising on the hair washing experience. Since 2023, it has been implemented in over 10,000 salons in Europe and the Middle East, resulting in significant water savings.

The acquisition highlights L’Oréal’s dedication to sustainability and technology integration in beauty care. Nicolas Hieronimus, CEO of L’Oréal, states that the acquisition will boost the company’s sustainable product and service offerings. The goal is to expand sustainable beauty solutions that use fewer resources.

Deputy CEO of L’Oréal, Barbara Lavernos, stresses the importance of this move due to the increasing global water crisis. By 2030, about 60% of the world’s population may face water stress. The merger of L’Oréal’s beauty expertise and Gjosa’s water-saving technology aims to create sustainable Beauty Tech innovations.

Gjosa’s founders are excited about joining L’Oréal. They believe the partnership will lead to new technology applications and markets. Laurent Manca, CEO of Gjosa, sees the potential for transformative, sustainable innovations in the beauty industry.

The acquisition, pending standard conditions, is expected to complete soon, marking a significant step towards global sustainable beauty practices.

Link to the news source