L’Oréal announces the signing of a contract to acquire Logocos Naturkosmetik AG, the German beauty company that pioneered natural cosmetics under the Logona brand and other brands such as Sante. All brands of the company are vegan and bio-certified with a range of products that use their own plant extracts and natural ingredients derived from organic crops.
Founded in 1978 by a naturopath, Logocos Naturkosmetik is based in Hanover, Germany and employs approximately 340 people. In 2017, net sales were 59 million euros throughout Germany and other countries in Europe.
Logona products include categories of hair care products, hair coloring, skin care and hygiene and are in specialized distribution, mainly in organic stores, at a premium price level for committed consumers of natural cosmetics. The Sante product line includes products for hair care, skin care, hygiene and makeup, and is found mainly in large retail chains and at an affordable price for young and modern consumers.
Alexis Perakis-Valat, president of the Consumer Products Division of L’Oréal, commented “Logocos brings to the division two authentic and certified brands as natural, as well as a unique experience of a world pioneer in the organic beauty market. In line with L’Oréal’s strategy of “taking advantage of emerging opportunities”, this acquisition reinforces the division’s position in one of the main trends of current growth beauty “.
Fabrice Megarbane, general manager of L’Oréal Germany, said “L’Oréal Germany is excited to gain experience in natural cosmetics in a market where the demand for organic cosmetics is among the highest in Western Europe.”
With this acquisition, L’Oréal plans to expand the sales of the Logocos Naturkosmetik brands internationally. The transaction is expected to be completed within a few months after the usual regulatory approvals.
L’Oréal has been dedicated to beauty for over 100 years. With its exclusive international portfolio of 34 different and complementary brands, the group generated sales amounting to 26.02 billion euros in 2017 and employs 82,600 people worldwide. As the leading beauty company in the world, L’Oréal is present in all distribution networks: high consumption market, department stores, pharmacies, beauty salons, travelers’ trade, retail by brand and online commerce.
Research and innovation, as well as a team of 3,885 people dedicated to research, are at the heart of L’Oréal’s strategy, who work to fulfill the world’s beauty aspirations. L’Oréal’s commitment to sustainability for 2020 “Sharing Beauty With All” establishes ambitious sustainable development objectives in the group’s value chain.