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OUR COMMITMENT

We believe the confidence that comes from salon-perfect hair should be built into every step of your routine. It’s why we’ve remastered our most-loved collections, elevating our performance for the future. We’ve created next-generation haircare that delivers without compromise, so you can feel as good about our products as they make you feel.

Our promise

This new approach is as much about what we’ve added as what we’ve refined. Smart science and mood-lifting scents elevate the experience, while thoughtful design comes to life with care at every stage, from production to the bottle in your hand. High performance formulas with fewer, more considered ingredients. Every detail, from formula to fragrance to tactile packaging, has been curated for a more conscious, inclusive beauty experience. This is the salon attitude you love, reimagined for the future.

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Our formulas

We know that great results are non-negotiable. But for us, what's inside the bottle counts just as much. That’s why we’ve taken a fresh look at our formulas, editing our ingredient lists by up to 30% to focus only on what truly matters: fewer, higher-quality essentials for high-impact performance. This approach means you get incredible results without harsh surfactants or heavy silicones.

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Our packaging

We believe a beautiful product experience extends to the packaging in your hand. It’s a commitment that starts with smarter materials and thoughtful details.

● Crafted with a minimum of 30% PCR plastic.
● FSC-certified cartons.
● Reduced plastic in re-engineered jar lids (-3.8g) and aerosol caps (-4.7g).
● Tactile closures on shampoo tubes for people with vision impairments or low vision.

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Our signature scent

In collaboration with the master perfumers at Firmenich, our collections* are now infused with AuraBoost, a scent innovation that turns your hair routine into a mood-boosting ritual.

81% agree that our new fragrances boost confidence.* 88% agree that our new fragrances uplift their mood.*

*Fragrance test with 52 respondents

Our new signature scent of raspberry, rose, and sandalwood is tailored for each range: Blonde, Colour, Frizz Ease, and Shape.

*This applies to specific reformulated products and to all those that will be developed in the future.

Production

Thoughtful creation goes beyond the formula. Our production process is now guided by the same principles of performance, responsibility, and refinement that define our new products and design. At our production facility in Darmstadt, Germany, we now use innovative cold-processing technology for our shampoos and (rinse off) conditioners to reduce our energy use (-25% for shampoos, - 23% for rinse off conditioners).

That’s why we have achieved GreenCircle’s Certified Environmental Facts (CEF) Certification for Carbon Footprint Reduction across all shampoos and rinse-off conditioners produced at our Kao Manufacturing Germany facility. Rigorous, salon-grade testing ensures the performance you trust is never compromised. We’re creating beauty with intention, making sure what happens behind the scenes is just as important as the haircare experience in every bottle.