L'Oreal goes vegan with German cosmetics maker

Paris (AFP) –


French cosmetics giant L'Oreal said Wednesday it had acquired Germany's Logocos Naturkosmetik, a firm that offers vegan and organic beauty products, which it plans to offer more widely internationally.

Founded in 1978, the firm includes the premium Logona brand sold mostly in organic shops and the Sante label sold in mass retail shops, and generated sales of 59 million euros ($69 million) last year.

L'Oreal did not disclose the amount of the transaction.

The acquisition of Logocos brings to L'Oreal "two authentic and certified natural brands as well as a unique expertise from a worldwide pioneer of the organic beauty market" said Alexis Perakis-Valat, president of the consumer products division.

Natural cosmetics are "one of today's major beauty ascending trends", he added.