L’Oréal have unveiled the L’Oréal Water Saver, which is a sustainable haircare system for both the salon and at-home beauty routine, developed with environmental innovation company Gjosa.

“We believe it is our responsibility at L’Oréal to do our part to preserve the earth’s natural resources. Every drop of water is precious, and our new technology makes every drop of water count,” said Nicolas Hieronimus, Deputy CEO, L’Oréal Group. “L’Oréal Water Saver represents the next phase of our beauty tech ambition—one that delivers an exceptional personalized beauty experience while embodying our commitment to sustainability in every aspect of our business.”

Created through a partnership between the L’Oréal Technology Incubator and the Swiss environmental innovation company Gjosa, L’Oréal Water Saver is a first-of-its kind product. The product incorporates L’Oréal’s century-long legacy of formulation expertise, with Gjosa’s core water-optimizing technology which applies the principle of fractioning used in rocket engines to water flows. Water droplets collide according to a defined direction and uniform distribution. This reduces their size and accelerates their speed, ensuring every drop of water is used in the hair washing and rinsing process while making shampoos, conditioners, and other treatments easier to rinse.

Breakthrough product features of the L’Oréal Water Saver device includes:

• High water velocity and 80% water reduction compared to standard hair washing: the L’Oréal Water Saver platform uses two liters per minute, compared to the household standard eight liters, and with no detectable difference in pressure.

• Patented Cloud Cleansing—a brand-new haircare experience: by infusing specially designed, micronized haircare formulas directly into the water stream, L’Oréal Water Saver creates droplets that are 10 times smaller, for better absorption and faster rinsing.

• Data dashboard and impact reporting: Water and cost-saving data is tracked in an accompanying dashboard that provides salon owners with a history of treatments in addition to tracking reduction of water, energy and cost.

“Our work at the L’Oréal Technology Incubator for the past decade has been committed to merging beauty with technology. Our goal is to challenge ourselves to reinvent the beauty experiences we know to create better, more efficient, and more personalized results for our consumers. L’Oréal Water Saver is backed by advanced technology—but what is most important is that it improves on our consumers’ existing haircare experience and excites and inspires them,” said Guive Balooch, Head of the L’Oréal Technology Incubator.

The L’Oréal Water Saver haircare experience is available now in select L’Oréal salons in New York, and will be available in select salons in Paris starting February 2021; a global rollout will span 2021 and 2022.