Introducing wedo/: the latest vegan and eco-ethical innovation from the wella company

Published 23rd Apr 2021 by kieran

Introducing weDo/ – the new vegan, eco-ethical and cruelty free line from the Wella Company offering a range of 100% recyclable products with a minimalist formula for hairdressers looking to make a switch to a more sustainable hair care line that not only performs but doesn’t negatively impact the planet. Co-developed with the scientists of the Wella Company haircare labs, and in collaboration with hairdressers, each product has been designed with professional performance in mind. The weDo/ journey was started by a small group of passionate beauty insiders within the Wella Company, who had the unique chance to start a new brand from scratch and translate their convictions about environmental sustainability into a full-fledged offering. weDo/ has now become the unofficial eco lab for the Wella Company, sharing knowledge and pushing for positive change across the entire company. vegan symbol

weDo/ is formulated without sulphates, silicones or artificial dyes and products include from 93% to 99.7% natural origin ingredients. Packaging is made with up to 75% to 94% post- consumer recycled plastic and the brand is certified by the Vegan Society and Cruelty Free International too. An exclusive partnership with Plastic Bank ensures that for every weDo/ product sold, eight plastic bottles will be removed from the environment. The weDo/ line-up is concise with 17 products, featuring rinse-off, leave ins and multi-use hair and body products. Depending on the hair type, choose Light & Soft for fine hair without colour, Moisture & Shine for normal to damaged hair with medium texture and Rich & Repair for hair that is heavily treated, damaged or has a coarser texture. Hero products include the No Plastic Shampoo bar - our sustainable champion made from 95% natural origin ingredients. The bar lasts for up to 80 washes and uses less water and contains no plastic. It’s a firm favourite with Fearne Cotton too! The Moisturising Day Cream moisturises, softens and promotes manageability and can be used on hands while the Natural Oil with macademia and sweet almond oil nourishes hair, leaving it soft and shiny. The Protect Balm seals hair ends and doubles as a lip balm. weDo/ Wella model shot

Kai Wan of Pkai Hair says: “It is so easy to recommend weDo/ to my clients. At last, a truly eco-ethical full range of haircare products that does not compromise on performance because it has been formulated by scientists along with professional hairdressers. Our clients love it!” Make a commitment to a more sustainable product offering during Sustainability Week and join us in our pledge to remove 5 million plastics from the environment with our partners at Plastic Bank by the end of May.