L’Oréal invests in water-saving tech firm ahead of innovation drive

L’Oréal has made a minority investment in Swiss water-saving tech startup Gjosa, as it works towards the launch of further water-saving innovations for in-home and salon use.

L’Oréal and Gjosa have been working on water-saving technology to optimise shampoo rinsing since 2015, including the recent launch of the sustainable L’Oréal Water Saver system for salons and homes.

The technology, which combines water-saving technology with specially designed haircare products from L’Oréal Professionnel and Kérastase, reduces water usage by up to 80%.

L’Oréal chief research, innovation & technology officer Barbara Lavernos said: “At L’Oréal we aim to offer the best sustainable beauty science and to be the champion of “Beauty Tech”.

“By combining Gjosa’s unique water-tech innovations with L’Oréal’s knowledge of beauty rituals, data, tech, and personalisation, we will invent together new augmented beauty experiences for our consumers while protecting the coveted and precious resource that is water.”