Aquage just revealed a rebrand with new sustainable packaging, a testament to its increased focus on benefiting the ocean. Since its launch in 1998, Aquage has produced pro-beloved haircare products powered by incredible ingredients that are sustainably sourced from the ocean. The brand’s product performance is inspired by the restorative and nutrient rich properties of the sea, all which nurture, strengthen and protect strands. This rebrand marks the beginning of a new chapter: recognizing the sea for its empowered formulas, Aquage has reinstated their mission to protect the ocean alongside a new image and eco-friendly redesign.
These redesigned products continue to leverage the brand’s AlgaePlex formula, a blend of eight marine botanicals derived from the depths of the sea. With essential ingredients found in algae, seaweeds, kelp and other extracts, the AlgaePlex formula helps hair thrive and heal from damage done during the styling process. Ready to deliver care and style alike, this comprehensive collection is comprised of treatments in a bottle to help you achieve your best strands yet.
Furthermore, Aquage will continue their partnership with PlasticBank, a social impact organization devoted to stopping plastic from entering the ocean. The new packaging is made from ocean bound material (repurposed and recycled ocean plastic), and in a continued effort to reduce their footprint, every Aquage purchase contributes to the brand’s annual commitment of preventing 50 tons/2.5 million plastic bottles from entering the ocean. By 2023, the brand’s packaging will be in 100% recycled packaging.
Along with sustainable packaging, the brand will be tightening their product portfolio, making it easier than ever for professionals and consumers alike to navigate the haircare landscape. Additionally, the brand will be launching a new and improved Dry Shampoo, great for saving water, and a new Blonde Care collection.
“Aquage’s rebrand is a way for us to get back to the brand’s core of high-performance products fit for the professional. A key part of the performance is AlgaePlex, a resource we need to preserve and protect,” said Chief Marketing Officer Mary Burns. “This mission is one of our driving focuses and a key part of our product’s formulas, so reducing our oceanic footprint was a seamless next step as we continue on this path towards sustainability. We are happy to continue this conservation journey alongside our partners at PlasticBank, while still delivering premium formulas the brand is known for.”
As always, Aquage will continue to focus on supporting the professional community. The brand launched a stylist-focused platform, The Backroom, in April 2022, which features educational content, classes, resources, techniques and product usage demonstrations. Brand ambassador and celebrity stylist, Laura Polko, is one of many professionals whose expertise and insights will be available on the site.
The new packaging is launching November 2022.