L’Oréal Group has recently announced the sale of its organic cosmetics brand, Sanoflore, to Ekkio Capital and Sergio Calandri. Ekkio Capital is a French investment fund specializing in small and medium-sized enterprises (SMEs) in the health and beauty sector, while Sergio Calandri is the founder of the Inula group, a specialist in natural therapeutics and owner of brands like HerbalGem and Biofloral.

The details of the transaction have not been disclosed, but it has been confirmed that Sergio Calandri will take on the role of CEO of Sanoflore. Calandri expressed his excitement about the acquisition, stating that Sanoflore is now independent with new management, new shareholders, and new ambitions. The company has plans to expand by recruiting around 30 employees in various functions.

L’Oréal Group acquired Sanoflore in 2006, when it became a part of the company’s Beauté Dermatologique division. However, the brand’s sales performance has not been on par with some of L’Oréal’s other heavyweights such as La Roche-Posay or CeraVe. In 2021, Sanoflore recorded sales of 2.9 million euros, while the Beauté Dermatologique division achieved sales of 5.1 billion euros in 2022.

The sale of Sanoflore is in line with L’Oréal Group’s strategy to maintain a portfolio of strong and complementary brands that will drive long-term success. The company stated that they acquire and sometimes dispose of brands to ensure a balanced portfolio. L’Oréal Group also emphasized that there will be no job redundancies in France as a result of this sale.

This is not the first time L’Oréal has made changes regarding Sanoflore. In 2010, the company sold the Sanoflore plant, located in the Drôme region of France, to French manufacturer Fareva.

The sale of Sanoflore to Ekkio Capital and Sergio Calandri marks a new chapter for the brand. As it gains independence and receives fresh investment and leadership, Sanoflore has the potential to carve its own path in the organic cosmetics market. With its unique range of organic face care products, the brand can attract a niche audience who prefer natural and sustainable beauty options.

Useful Links:
Sanoflore Official Website
L’Oréal Group Official Website