Product Reduces Environmental Impact with Less Carbon Emissions and Lower Water Use; Fully Vegan, More Sustainable Ingredients and Packaging.
This product line was designed with sustainability top-of-mind, from formula, to packaging materials, to transportation, to in-salon use – while also delivering the top-quality predictable color results that professional hairstylists expect from the Wella brand.
More Sustainable Formula: WELLOXON PERFECT’s upgraded formula is now vegan and is formulated without any ingredients derived from animals. It is also free of mineral oil, which is derived from non-renewable fossil fuels. In addition, WELLOXON PERFECT is the first product in the beauty/cosmetics industry to use carbon-reduced hydrogen peroxide created by Evonik, one of the world’s leading specialty chemicals companies, in partnership with Wella Company. This ingredient is certified to reduce carbon emissions, compared with the hydrogen peroxide used in the previous formula.
More Sustainable Packaging: WELLOXON PERFECT’s new bottle design features an innovative multi-layer molding technology which enables replacing virgin plastic with up to 70% of post-consumer recycled plastic. This packaging furthers Wella Company’s material circularity efforts and can save approximately 90 metric tons of plastic per year compared to the previous product. With an eye to the end-of-product lifecycle, the bottle is designed to be 100% recyclable, except for safety seal, in countries where a recycling system is established.
More Sustainable Transportation: Thanks to the newly optimized bottle shape, more bottles can now fit on a transport pallet, which can reduce the number of trucks needed for distribution by approximately 25%.
More Sustainable Use In-Salon: Wella’s R&D stylists and Education team developed and are sharing a new easy rinsing technique for professional stylists which the company estimates can potentially save up to 6 liters of water for every color service in which this rinsing technique is used.
Salons can now offer their clients a vegan and more sustainable permanent hair color service by pairing the new WELLOXON PERFECT developer with Wella Professionals vegan color lines Koleston Perfect, Illumina Color, and Blondorplex, the first two of which are a color crème packaged in 100% recycled aluminum tubes. Stylists can finish the service by using vegan haircare products such as Wella Ultimate Repair or Wella Elements to shampoo, condition and protect the hair.
Wella Company’s Research & Development team at the Darmstadt Innovation Center in Germany designed this product and packaging with sustainability in mind. During the development process, the Wella team engaged third-party sustainability experts to conduct a multi-criteria whole life-cycle assessment of the product – from sourcing to manufacturing to distribution to use in salon. This assessment found that the new WELLOXON PERFECT salon color developer achieves up to 18% impact reduction on climate change and water scarcity, based on a combination of all the improvements.
