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L’Oréal set to buy German organic cosmetics pioneer Logocos Naturkosmetik

L’Oréal has signed an agreement to acquire Logocos Naturkosmetik AG, the German beauty company which pioneered natural cosmetics with the brand Logona and other well-known names such as Sante. All the company’s brands are vegan and certified organic, and are made using its own plant extracts and ingredients derived from organic farming.

Founded in 1978 by a naturopath, Logocos Naturkosmetik is based in Hanover, Germany and employs about 340 people. In 2017, net sales were EUR59 million across Germany and other countries in Europe.

Logona products cover haircare, hair colour, skincare and hygiene product categories and are found in specialist channels – 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 accessible prices aimed for young, fashion conscious consumers.

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 says it 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

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About the Author

Jim Manson

Writer & Editor
Jim Manson is editor-in-chief of Diversified Communications UK‘s natural and organic publishing portfolio. He’s written widely on environment and development issues for specialist magazines and national media, including the Financial Times, The Guardian, The Times, and World Bank Urban Age

Articles by Jim Manson

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