L’Oreal to acquire environmental water tech startup Gjosa

L’Oreal announced that it has signed an agreement to acquire the outstanding shares of Switzerland-based Gjosa, which it calls “the company pioneering water fractioning technology.” “L’Oreal has already started a partnership with Gjosa to launch the L’Oreal 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’Oreal Professionnel Water Saver by Gjosa allows hair salons to reduce water consumption at the backbar1 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… The plan is to continue this roll-out to over 200,000 salons worldwide in the coming years. L’Oreal first announced a minority investment in Gjosa in 2021 through its corporate venture capital fund, BOLD – Business Opportunities for L’Oreal Development. This acquisition further reinforces the Groupe’s L’Oreal 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. 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,” the company stated. This acquisition is subject to standard conditions precedent and should be completed in the next few weeks.