KMS Launches CONSCIOUS STYLE Beach Style Creme
This breakthrough styling creme is the first ever to be formulated with upcycled seaweed, delivering weightless hydration, touchable hold, and an airy texture for effortlessly tousled, beach-like looks.
New Benchmark
With this launch, KMS sets a new benchmark for sustainability in the haircare industry. By integrating upcycled seaweed in partnership with Carbonwave, a public benefit start-up that collects washed up seaweed that accumulates on beaches around the world and transforms it into an eco-friendly ingredient, KMS demonstrates that great style and environmental stewardship can go hand in hand. Upcycled Sargassum seaweed, a naturally derived texturizer, is the core of the CONSCIOUS STYLE Beach Style Crème formula. This seaweed-based emulsifier smoothes the formulation for a weightless and very easy-to-apply crème.
Windswept
Combining the power of nature with exceptional innovation, this versatile styling product creates the highly coveted windswept, beachy aesthetic seen everywhere from the runway to the sidewalk. The unique blend of upcycled seaweed not only enriches hair, but also showcases the brand’s commitment to making a good impact on the environment.
PETA
The CONSCIOUS STYLE Beach Style Creme successfully passed the PETA “Beauty Without Bunnies Program” as well as the “Vegan” certification, supporting the brand’s core values.
Committed To Sustainability
“At KMS, we believe in the power of innovation and responsibility. The launch of CONSCIOUS STYLE Beach Style Crème marks another stride forward as a brand that is committed to sustainability and the upcycling of natural resources,” said Dominic Pratt, President, Kao Salon Division
Celebrating Earth Day, the limited edition KMS CONSCIOUS STYLE Beach Style Creme, RRP £24.00 will be available at authorized KMS salons as well as online retailers starting 22nd of April 2024.
For more information about the collection and to find a salon near you, please visit www.kmshair.com
