Meet the Team

We are a small group of enthusiastic individuals within Wella Operations US LLC who have a common passion for sustainability. We are kind yet tenacious beings who came together to act and push for positive change within the company by challenging the way we innovate, looking at our impact first. And guess what? We are now also helping the rest of the professional Wella Operations US LLC division to improve its eco-thical profile too. Where there is a will there is a way!

Looking to learn more about the people behind the scenes?

Beyond the idea of “natural,” we wanted the brand to be as responsible and holistic as possible. We strived to achieve this by not only looking at composition and quality of ingredients but also by looking at packaging sustainability, animal welfare, and overall human impact. This is what we mean by eco-ethical.


Cruelty Free International Approved

Vegan Society Certifed

Natural Origin

No Sulfate, No Silicone

Dermatologically Tested

100% Recyclable

Professional Performance

Fighting Ocean Plastic