L’Oréal to acquire German cosmetics maker Logocos Naturkosmetik

L’Oréal has signed an agreement to acquire Logocos Naturkosmetik, a German cosmetics company that owns brand such as Logona and Sante.

Basede in Hanover, Logocos Naturkosmetik’s products are claimed to be suitable for vegans and bio-certified.

It’s portfolio features plant extracts and natural ingredients derived from organic farming.

Founded in 1978 by naturopath Hans Hansel, Logocos Naturkosmetik has around 340 employees.

Last year, the company’s net sales were €59m across Germany and other countries in Europe.

Logona’s range of products include haircare, hair colour, skincare and hygiene product categories, which are available at organic stores.

The Sante line includes haircare, skincare, hygiene and make-up, and is found in mass retail, targeting young consumers.

L’Oréal’s consumer products division president Alexis Perakis-Valat 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.”

L’Oréal Germany general manager Fabrice Megarbane 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.”

Through this acquisition, L’Oréal expects to expand the sales of Logocos Naturkosmetik brands globally.

Following customary regulatory approval, completion of the transaction is expected to be completed within a few months.