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L’Oréal Acquires German Natural Beauty Company Logocos

The German company pioneered natural cosmetics with the brand Logona and others.

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By: Marie Redding

Senior Editor, Rodman Media


L’Oréal Group has announced on Twitter it has acquired the German natural beauty company, Logocos. The company’s full name is Logocos Naturkosmetik AG.

Logocos pioneered natural cosmetics with its brand Logona, and other brands such as Sante. All the company’s brands are vegan and bio certified with a range of products using their own plant extracts and natural 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 59 million euros across Germany and other countries in Europe.

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.”

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.

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