L’Oréal announced that it has signed an agreement to acquire the outstanding shares of Switzerland-based Gjosa, the company pioneering water fractioning technology. L’Oréal has already started a partnership with Gjosa to launch the L’Oréal Professionnel Water Saver professional showerhead.

More than 10,000 hair salons

The patented water fragmentation technology in the L’Oréal Professionnel Water Saver by Gjosa allows hair salons to reduce water consumption at the backbar by up to 69% and still give clients a pleasurable and thorough hair washing experience. Since 2023, the sustainable showerhead has been rolled out to more than 10,000 professional hair salons across Europe and the Middle East, helping save more than 182 million litres of water, equivalent to 72 Olympic-sized swimming pools. The plan is to continue this roll-out to over 200,000 salons worldwide in the coming years.

L’Oréal first announced a minority investment in Gjosa in 2021 through its corporate venture capital fund, BOLD (Business Opportunities for L’Oréal Development). The group says this acquisition further reinforces the Groupe’s L’Oréal for the Future commitments, including a comprehensive and science-based approach to water management, ensuring that the Groupe’s activities are respectful of planetary boundaries as defined by the scientific community.

Towards new applications

According to L’Oréal, the aim of this acquisition is to innovate and scale multiple applications of Gjosa’s technology for beauty, while protecting the precious and coveted resource of water.

“Acquiring Gjosa further strengthens our ability to build sustainability directly into our products and services, allowing us to seamlessly integrate water-conserving technology into new formulations and Beauty Tech innovations,” said Nicolas Hieronimus,Chief Executive Officer, L’Oréal Groupe.

"With Gjosa officially joining L’Oréal, we can accelerate Research and Innovation and go-to-market with more innovative and sustainable Beauty Tech solutions for the professional and consumer markets. We are excited to welcome Gjosa into our family,” added Barbara Lavernos, Deputy Chief Executive Officer in charge of Research, Innovation and Technology, L’Oréal Groupe.

This acquisition is subject to standard conditions precedent and should be completed in the next few weeks.