THE WHAT? L’Oréal has become the final founding investor in materials company Geno’s venture into sustainably-sourced ingredients. 

THE DETAILS L’Oréal joins Unilever and Kao Corporation to participate in the venture that aims to develop, produce and commercialize biotechnology-based alternatives to critical ingredients in the formulations of everyday cosmetics, personal care and cleaning products.

L’Oréal’s involvement brings the collective member venue to US$100 billion, with Geno utilizing its biotechnology platform and using proprietary engineered microorganisms to ferment plant sugars that produce ingredients to make sustainable surfactants.

THE WHY? Eco-cosmetics and personal care items are now a mainstay consumer purchasing choice, with the project aiming to meet this demand, as well cater to the call for more traceable supply chains.