L'Oréal becomes third investor in Geno

International beauty leader

L’Oréal has invested in a venture led by biotech company Geno to create plant-based alternatives to key beauty product ingredients, alongside global consumer goods giant Unilever and Japanese cosmetics company Kao.

By using Geno’s biotechnology expertise, L’Oréal said it would replace traditional ingredients in its product range with bio-based alternatives.

The move was in line with the company’s goal for 95% of its formulas and ingredients to be derived from renewable or abundant sources, L’Oréal said on 20 March.

As part of the venture, Geno said its biotechnology platform would be used to de- velop sustainable alternatives to ingredients in everyday cosmetics, personal care and cleaning products. Its range quality includes Brontide butylene glycol, an ingredient for personal care products derived from plant sugars.