L'Oréal invests in environmental tech startup Gjosa

L'Oréal announces a minority investment in the Swiss environmental technology start-up Gjosa, made through Bold Business Opportunities for L'Oréal Development, its private equity fund.

Based in Biel, Switzerland, Gjosa develops unique water saving solutions. L'Oréal and Gjosa have been working together since 2015 to optimize shampoo rinsing technologies in order to limit the amount of water used. In 2018, L'Oréal and Gjosa announced the development of a shower head capable of rinsing shampoo with 1.5 liters of water (instead of the 8 usually used). At CES in January 2021, L'Oréal and Gjosa presented L'Oréal Water Saver , a sustainable hair care technology for hair salons and the home.

“At L'Oréal, our ambition is to offer the best of environmentally friendly beauty and to be the champion of“ Beauty Tech ”. By combining Gjosa's unique innovations relating to the control of water consumption and L'Oréal's in-depth knowledge of beauty rituals, technologies and personalization, together we are inventing new beauty experiences while protecting this highly sought-after and precious resource that is water ”, declared Barbara Lavernos, Executive Director of Research, Innovation and Technologies at L'Oréal.

“We are happy to begin this new chapter in our partnership with L'Oréal. Their leadership in R&D dedicated to beauty, “Beauty Tech” and their iconic brands will enable us to accelerate the development of our technologies with consumers around the world, said Amin Abdulla and Luc Amgwerd, co-founders of Gjosa. This strengthening of our partnership will allow us to offer the best solutions to save water, both in hairdressing salons and at home. We are delighted to be able to collaborate and work towards this goal ”.