As part of its ongoing journey towards becoming a more sustainable brand, Wella Professionals, a leading salon colour brand, announces that it will shift their production of colour tubes to 100% recycled aluminum1, while also moving to 96-100% Post-Consumer Recycled (PCR2) plastic caps2, saving over 180 tons of virgin plastic per year, and 85% recycled cardboard packaging, supporting responsible management of the world’s forests.

The Changes

The change includes Wella Professionals’3 flagship colour lines: #1 professional colour brand Koleston Perfect ME+4 and its premium color brand – Illumina 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 is in line with the brand’s sustainability production efforts and comes on top of the brand’s European manufacturing facility5 moving to zero waste to landfill, using 100% renewable electricity supply, 100% green electricity and 100% carbon-neutral gas consumption.

Waste

Colour tubes constitute over 90% of overall packaging of professional colour products, typically made out of aluminum, and which normally end up in a salon’s rubbish bin. The shift to aluminum tubes made from 100% recycled aluminum, helps the brand to responsibly support circular economy.

Eco-Responsible Future

“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 behavior, 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!”

Positive Steps

Wella Professionals is committed to becoming more environmentally conscious and is moving beyond their 100% recyclable goals and launches the new ‘One Small Tube, One Big Change’ campaign, which aims to drive education within the hair industry, inviting hair professionals to take a positive step in the right direction. #MakeChange. You can find out more about this initiative at https://education.wella.com/.

Green Partnerships

In November 2020, Wella Professionals 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. https://education.wella.com/course/view.php?id=9250

The global initiative comes at a moment where the brand has created a new standalone entity, Wella Company, whose clear commitment and ambition is to take part in an eco-responsible journey in a meaningful and ambitious way, helping hair and nail professionals, as well as consumers be more sustainable when they use Wella products.

For more info on the brand, visit Wella Education here.