International cosmetics firm L’Oreal is strengthening its presence in the natural personal care space with the acquistion of the German company Logona.
Founded in 1978 and based in Hanover, Germany, Logona markets a range of products under brands such as Logona and Sante, with an emphasis on plant extracts and natural ingredients. The firm’s premium-positioned Logona brand range includes haircare, skincare and hygiene products and is mostly sold through specialist channels. Meanwhile the mass-market Sante brand features haircare, skincare, hygiene and make-up products and is predominantly pitched at younger, fashion-conscious consumers.
The firm has a workforce of about 340 and reported net sales of €59 million ($69 million) in 2017.
Commenting on the deal, Alexis Perakis-Valat, president of L’Oreal’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”.
The acquisition is a further sign that L’Oreal is looking to establish a strong foothold in the natural health & beauty space. Last month, it was reported that the firm was also looking to launch a new brand for the French market based on natural plant extracts and other organic ingredients.