L’Oréal, the renowned beauty giant, has taken a significant step towards sustainability by acquiring Gjosa, a Swiss start-up celebrated for its water-saving shower heads. These innovative shower heads, which use a process called micronisation to reduce water consumption by an impressive 69%, found their initial success in 10,000 hairdressing salons across Europe and the Middle East.
This move aligns with L’Oréal’s commitment to environmental responsibility, as highlighted by Barbara Lavernos, the deputy managing director for research, innovation, and technology at L’Oréal. She emphasized the critical role of science and technology in protecting water resources, especially considering that nearly 60% of the world’s population is expected to face water stress by 2030.
Gjosa, founded in 2016 and led by CEO Laurent Manca, has now officially joined forces with L’Oréal. The acquisition is poised to accelerate research, innovation, and the introduction of more sustainable Beauty Tech solutions for both professional salons and consumers.
With an employee count of 87,400 and ownership of 37 international brands, L’Oréal aims to make a substantial impact on water conservation. The company’s vision extends beyond the beauty industry, recognizing the global challenge of water scarcity. The successful integration of Gjosa’s eco-friendly shower heads into 200,000 salons by 2030 marks a significant stride toward a more sustainable and responsible future for the beauty industry.
