The global beauty giant announces its purchase of the German beauty brand, which leverages the natural cosmetics trend.
On 1st August 2018, the household name revealed it had signed an agreement to purchase Hanover-based Logocos Naturkosmetik AG. The cosmetics company, which focuses on natural, vegan and bio-certified products, owns several brands including Logona and Sante.
Logocos Naturkosmetik’s product range uses its own selection of plant extracts and natural ingredients collected through organic farming efforts.
The company, which celebrates its 30th anniversary in 2018, accumulated net sales of €59 million across Germany and Europe in 2017 and has a total of approximately 340 employees.
Its Logona brand adopts a specialised distribution model, which sees its skin and hair care, hair colour and hygiene product collections situated in organic outlets. Sitting in the premium beauty space, it strives to attract sustainability-conscious consumers.
Logocos Naturkosmetik’s Sante brand appeals to the mass retail market. Its skin and hair care, make up and hygiene goods are targeted at the younger Millennial demographic that care about styles and trends.
Knowing the market
“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,” observed Alexis Perakis-Valat, President of L’Oréal’s Consumer Products Division.
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,” added Perakis-Valat.
Focusing on the popularity of the naturals area as part of its overall strategy, Fabrice Megarbane, General Manager L’Oréal Germany, noted: “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 completed by the end of 2018. L’Oréal hopes to develop and increase Logocos Naturkosmetik’s sales around the world.
With this acquisition, L’Oréal plans to expand the sales of Logocos Naturkosmetik brands internationally. The transaction is expected to be completed in a few months after customary regulatory approvals.
These efforts will support and contribute towards the beauty brand's sustainability commitment for 2020 "Sharing Beauty With All" as it strives to reach its sustainable development objectives.