L'Oréal has announced the signature of an agreement to acquire the entire share capital of Gjosa, a Swiss company pioneering the development of water micronization technology.
Deployed in over 10,000 professional hair salons in Europe and the Middle East, the patented water micronization technology of Gjosa's L'Oréal Professionnel Water Saver showerhead enables hair salons to save up to 69 % of water per tub*, while preserving the washing experience and pleasure for the customer. Some 200,000 salons are expected to be equipped by the end of the year.
In 2021, L'Oréal had already made an initial minority investment in the company via its Bold (Business Opportunities for L'Oréal Development) venture capital fund. This acquisition reinforces the group's commitments under its L'Oréal for the Future program. The stated aim is to innovate and extend the multiple beauty applications of Gjosa technology, while protecting the precious and coveted resource of water.
"The acquisition of Gjosa strengthens our ability to introduce sustainability directly into our products and services, seamlessly integrating water-saving technology into new formulations and Beauty Tech innovations, said Nicolas Hieronimus, CEO of L'Oréal Groupe. Together, we can rapidly develop sustainable beauty solutions that perform better and consume fewer resources, and introduce them into the wider beauty ecosystem."
* Reduced water flow compared to average salon flow
