L’Oréal acquires minority stake in Swiss start-up Gjosa

By Becky Bargh | Published: 25-Mar-2021

Beauty conglomerate backs environmental tech company that it has worked with since 2015

The world’s largest beauty company L’Oréal has backed an environmental tech start-up it has been working with since 2015.

The Swiss group Gjosa, based in Bienne, develops water-saving solutions and has been working with L’Oréal to optimise shampoo rinse technologies that will save water.

In 2018, the teams developed a shower head that uses 1.5 litres of water to rinse shampoo, instead of the eight litres of water it traditionally takes.

Meanwhile, earlier this year, L’Oréal and Gjosa presented the L’Oréal Water Saver, an in-salon hair care system and at-home beauty tool.

“At L’Oréal we aim to offer the best sustainable beauty science and to be the champion of Beauty Tech,” said Barbara Lavernos, Chief Research, Innovation & Technology Officer at L’Oréal.

“By combining Gjosa’s unique water-tech innovations with L’Oréal’s knowledge of beauty rituals, data, tech and personalisation, we will invent together new augmented beauty experiences for our consumers while protecting the coveted and precious resource that is water.”

Meanwhile, Amin Abdulla and Luc Amgwerd, co-founders of Gjosa, added: “We are thrilled to enter this new stage of partnership with L’Oréal.

“Their leadership in beauty R&D, beauty tech and their iconic brands will enhance our roadmap in water-technologies to reach consumers all around the world.”

They continued: “This strengthening of our partnership will enable us to create innovations that will have the best water-tech solutions for people in salons and at-home with the highest quality and we are elated to work together to reach this goal.”

According to the United Nations, over the past century, global water use has grown at more than twice the rate of population increase, and to date, more than two billion people are living in countries experiencing high water stress.

Find out more about water-less products in beauty via the link below.

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