French beauty brand L’Oréal has announced the acquisition of Logocos Naturkosmetik, a German beauty brand that sells vegan and organic beauty products.

Picking up on a current ‘major beauty ascending trend’, according to Alexis Perakis-Valat, L’Oréal President of the consumer products division, the acquisition of Logocos Naturkosmetik pushes the company into the vegan beauty market, with all Logocos brands being vegan and bio certified.

Perakis-Valat continued, “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’.”

With the deal set to be completed in a few months following customary regulatory approvals, L’Oréal has plans to develop the brands internationally, with the premium Logona brand sold in mainly organic shops while the Sante label is sold in mass market stores.

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.”