L’Oréal Acquires Benny Landa’s ColoRight Hair Color Technology

December 18, 2014 | According to reports, the international cosmetic and beauty company L’Oréal acquired Benny Landa’s company ColoRight. ColoRight is a startup that develops hair fiber optical reader technology, which L’Oréal will use for a long-term research program. “Through this acquisition, L’Oréal reinforces its historic leadership in hair research,” noted the group. Following the acquisition, ColoRight will maintain its offices in Tel Aviv and will continue to be managed CEO Sagiv Lustig, but the company will now become a part of L’Oréal’s international Research and Innovation network. ColoRight was founded in 2002 and employs 50 in Israel.