Wella is tapping into the millennial and Gen-Z market with its recent line, weDo. Developed by Wella Professionals' haircare lab scientists and hairdressers, the weDo range comprises 17 products that are vegan and eco-ethical.
A few formulaic highlights are the sulfate-free and low levels of surfactants in shampoos, to ensure optimal scalp pH, and a new silicone-free coating technology that's derived from olive oil and provides conditioning benefits. Plus, the products are certified by The Vegan Society and Cruelty Free International.
A few heroes include No Plastic Shampoo, which contains 95 percent natural origin ingredients and requires less water, lasting over 80 washes, and the Protect Balm, a texturizer for hair that can double-up as a lip balm..
As far as packaging, weDo is 100 percent recyclable in industrial facilities, and all tubes are made with 50 percent post-consumer recycled (PCR) plastic. Bottles are made with 75 top 94 percent PCR plastic, and any outer packaging is made with 100 percent recycled cardboard. weDo has partnered with Plastic Bank, which fights ocean plastic and alleviates extreme poverty, exchanging plastic collected by disenfranchised communities for cash, school tuition, healthcare or insurance. Plus, for every weDo product sold, eight plastic bottles will be collected from the environment.
The brand will launch in salons in January 2021.