L’Oréal is acquiring Logocos Naturkosmetik AG, the German beauty company that pioneered natural cosmetics with the brand Logona and other brands such as Sante. All the brands in the company’s portfolio are vegan and bio certified with a range of products that use their own plant extracts and natural ingredients derived from organic farming.
WHO: Founded in 1978 by a naturopath, Logocos Naturkosmetik is based in Hanover, Germany. 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. The 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.
L’Oréal has devoted itself to beauty for over 100 years. With its unique international portfolio of 34 diverse and complementary brands, the Group generated sales amounting to 26.02 billion euros in 2017 and employs 82,600 people worldwide. As the world’s leading beauty company, L’Oréal is present across all distribution networks: mass market, department stores, pharmacies and drugstores, hair salons, travel retail, branded retail, and e-commerce.
IN THEIR OWN WORDS: Alexis Perakis-Valat, President of L’Oréal’s Consumer Products Division, said “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, said “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.”
- L’Oréal is acquiring Logocos Naturkosmetik AG.
- The terms of the transaction were not disclosed.
- In 2017, net sales were 59 million euros across Germany and other countries in Europe.
- L’Oréal plans to expand the sales of Logocos Naturkosmetik brands internationally.