Going sustainable is the only way forward and it’s amazing to see brands taking steps towards it. Kudos to Wella Professionals for its ongoing journey towards becoming more ethical. The brand just announced that it will shift the production of colour tubes to 100% recycled aluminium, while also moving to 96-100% Post-Consumer Recycled (PCR2) plastic caps. This is not a small thing as it means saving over 180 tons of virgin plastic per year, and 85% recycled cardboard packaging, supporting responsible management of the world’s forests. Good job!
The change includes Wella Professionals flagship colour lines Koleston Perfect ME+ and llumina Color. The announcement is part of a series of steps the brand has been taking towards taking a more sustainable and responsible approach to business. The effort comes on top of the brand’s European manufacturing facility moving to zero waste to landfill, using 100% renewable electricity supply, 100% green electricity and 100% carbon-neutral gas consumption.
Colour tubes constitute over 90% of overall packaging of professional colour products, typically made out of aluminium, that normally end up in a salon’s rubbish bin. The shift to 100% recycled aluminium tubes helps the brand to responsibly support circular economy.
“We are thrilled to continue our own efforts, linked to packaging and manufacturing, but also including our salon and retail partners in this journey towards cleaner & greener planet,” says Ariadne Oliveira, global vice-president of Wella Professionals. “From company commitments to salon behaviour, with the #WellaFamily, small changes add up. Whether it’s one small tube, cap or box, we are enabling hairdressers to make the choice towards a more eco-responsible future, leading to one big impact!”
Helping salons become sustainable
To further commit to becoming more eco conscious, Wella Professionals is moving beyond their 100% recyclable goals and launches the new ‘One Small Tube, One Big Change’ campaign. The campaign aims to drive education within the hair industry, inviting hair professionals to take a positive step in the right direction – see more under #makechange.
To help salons become more sustainable, Wella Professionals has announced its partnership with the Green Salon Collective. All salons in the Wella Professionals network will be offered a 15% discount on their opening order with Green Salon Collective. In addition, all three Wella Professionals Studios, located in London, Manchester and Dublin now implement Green Salon Collective’s comprehensive recycling system. All waste generated education seminars will be re-used or re-cycled. The partnership will also offer training and support to Wella salons in the UK and Ireland on sustainability. To find out more and access the course click HERE.
The global initiative comes at a moment where the brand has created a new standalone entity, Wella Company, whose clear commitment and goal is to start an eco-responsible journey in a meaningful and ambitious way; and to help hair and nail professionals, as well as consumers be more sustainable when they use Wella products. Bravo!
Looking for some more colour inspiration? Here you go: