L’Oréal has announced that it has signed an agreement to acquire 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, named in TIME Magazine’s “100 Best Inventions of the Year” in 2021. 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.
“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.
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 planned acquisition is subject to standard conditions precedent and should be completed in the next few weeks.
The post L’Oréal to acquire pioneering water saver tech startup appeared first on Euronewsweek.