L’Oréal acquires German naturals player

By Lucy Whitehouse

- Last updated on GMT

L’Oréal acquires German naturals player
With the European market the global hotspot for naturals and organics in beauty, L’Oréal has made another decisive move in the market, acquiring German player Logocos Naturkosmetik.

Logocos Naturkosmetik AG is a German beauty company which is said to have contributed to pioneering natural cosmetics with the brand Logona and other brands such as Sante.

Logona products cover haircare, hair color, skincare and hygiene product categories and are found in specialized distribution, mainly organic stores, at a premium price level for the engaged consumers of natural cosmetics.

Sante line of products includes haircare, skincare, hygiene and make-up and is found mainly in mass retail at an accessible price for young and trendy consumers.

The two brands mean that Logocos Naturkosmetik is able to reach a wide target consumer base and has an established following across premium and mass market shoppers.

All the company’s brands are vegan and bio certified with a range of products using their own plant extracts and natural ingredients derived from organic farming.

An eye on international naturals dominance

With this acquisition, L’Oréal plans to expand the sales of Logocos Naturkosmetik brands internationally, the company confirms.

Germany and France are two global leaders when it comes to the naturals market in beauty and personal care, so the acquisition of the German player by the France-headquartered beauty giant seems a savvy one.

Alexis Perakis-Valat, President of L’Oréal’s Consumer Products Division, says: “Logocos brings to the Division two authentic and certified naturaI brands as well as a unique expertise from a worldwide pioneer of the organic beauty market. In line with L’Oréal’s strategy to “seize what starts”, this acquisition reinforces the position of the Division on one of today’s major beauty ascending trends.”

Fabrice Megarbane, General Manager L’Oréal Germany, says: “L’Oréal Germany is excited to acquire an expertise in natural cosmetics in a market where the desire for organic cosmetics is among the highest in Western Europe.”

The transaction is expected to be completed in a few months after customary regulatory approvals.

Related news

Show more

Related products

show more

Calendula Cellular Elixir: Alchemy in a cell

Calendula Cellular Elixir: Alchemy in a cell

Content provided by Naolys | 24-Apr-2024 | Product Brochure

Get ready to experience a cellular evolution in skincare with InnerLift Calendula's advanced Plant Cell biotechnology.

See our latest innovations in personal care

See our latest innovations in personal care

Content provided by Covation Bio™ PDO | 02-Apr-2024 | White Paper

At CovationBio PDO, we’re helping the world achieve its sustainability goals by enabling better performing, better-for-the planet products across a range...

Collagen Reimagined, Discover Biodesigned Type XXI

Collagen Reimagined, Discover Biodesigned Type XXI

Content provided by Geltor | 20-Mar-2024 | Product Brochure

Collagen is the body’s most abundant protein and a mainstream ingredient for beauty. Type XXI collagen transcends a common protein into a powerful bioactive

Empowering natural barrier function for future-proof skin

Empowering natural barrier function for future-proof skin

Content provided by Lucas Meyer Cosmetics | 14-Mar-2024 | White Paper

Corneopeptyl™ is a new patented peptide biomimetic to the LCE6A protein, obtained by green chemistry-based synthesis. By mimicking the LCE6A protein activity,...

Related suppliers

Follow us

Products

View more

Webinars

Podcast

Beauty 4.0 Podcast