Introducing weDo/ Professional The new eco-ethical brand of advanced performance hair naturals
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Stockholm, August 20, 2019 – weDo Professional is a new eco-ethical brand, offering a range of vegan and cruelty-free products with up to 50% less ingredients than average* and with 100% recyclable packaging.
Co-developed with the scientists of the Wella Professionals haircare labs, and in collaboration with hairdressers, each product has been designed with professional performance in mind.
The weDo/ Professional journey was started by a small group of passionate beauty insiders who had the unique chance to start a new brand from scratch.
With the freedom to translate their convictions about environmental sustainability into a full-fledged offering that resonated with their peers, weDo/ Professional was born. The brand has now become the unofficial “eco lab” of Coty Professional Beauty, sharing knowledge and pushing for positive change across the entire company.
Of the new launch, Coty Professional Beauty Chief Marketing Officer, Laura Simpson, says, “With the launch of weDo/ Professional we are tapping into growing consumer desire for products that perform, while having less impact on the environment. Not only have we developed a consolidated range of products that push the boundaries on the industry’s natural and ethical standards, but we aim to be as transparent as possible on where we have room for improvement, and where we wish to do better.”
The weDo/ Professional lineup offers 14 products, including 4 multi-purpose hybrid products for hair and body:
Note: retail price is at the sole discretion of the retailer
According to INCI list
** Formulated with naturally activated ingredient: Fermented Bamboo Leaf Water
- Formulated with naturally activated ingredient: Fermented Rooibos Leaf
Two new technologies were developed by the weDo/ Professional team, which are particularly efficient in conditioning hair. The first is a sulfate-free cleansing technology that makes shampoos particularly gentle, with a low level of natural origin surfactants, leaving the scalp at an optimal pH. The second, a silicone-free coating technology found in weDo/ Professional conditioners and masks, formulated with olive oil derivates that act as natural-origin conditioning agents, to naturally envelop the hair fiber.
Being an “eco-ethical” brand, weDo/ Professional looks at a set of environmental, animal, and human impact standards with an objective of being as good as possible, while simultaneously remaining honest and transparent about when certain goals are still beyond reach, but in development.
weDo/ Professional is proud to be 93 to 99.7% natural origin, vegan and cruelty free. More specifically the brand is:
- Certified as vegan by The Vegan Society
- Certified as cruelty-free by Cruelty Free International
- Dermatologically tested, formulated without sulfates, silicones, or artificial dyes
- All scented products have a special designed fragrance with an extremely low level of allergens
In addition, we are proud to use murumuru and cupuacu butters, which are used to moisturize and nourish the hair fiber. These ingredients are ethically sourced from the Amazon rainforest and are only harvested for the amount needed with a benefit sharing program in place for the local community supported by the ingredient supplier.
weDo/ Professional packaging follows the concept of the circular economy with recycled and recyclable material:
- All weDo packaging is designed to be 100% recyclable in industrial facilities
- Tubes are made with 50% post-consumer recycled plastic
- Bottles are made with 75% to 94% post-consumer recycled plastic.
- All jars available at retail are made with 53% to 56% post-consumer recycled plastic.
- Any outer packaging is made with 100% recycled cardboard, which is also FSC certified.
weDo/ Professional is on a mission to help people transition to a happier and more sustainable lifestyle, for a more beautiful self and a more beautiful planet. As of launch, the #TogetherWeDo campaign acts to invite and inspire individuals to join the movement by transforming good will into concrete actions that will effect positive change.
The brand has been lucky to meet like-minded personalities along its creative journey, both from the professional and sustainable worlds. Personalities and influencers that share a common vision and who are partnering with the brand in different ways include: Moa Murderess (@moamurderess), Natali Fikas (@allthecutethings), Chloe Tesla (@chloetesla), and Coty Professional Global Ambassador, Rossano Ferretti (@rossanoferrettiofficial).
Launching first in Sweden and across the Nordic region, weDo/ Professional will be available in top salons and retailers, as well as through wedoact.com, arriving to other European countries and the US in 2020. Follow the brand on Instagram at @wedo_act and #TogetherWeDo.
About Coty Inc.
Coty is one of the world’s largest beauty companies with an iconic portfolio of brands across fragrance, color cosmetics, hair color and styling, and skin and body care. Coty is the global leader in fragrance, a strong number two in professional hair color & styling, and number three in color cosmetics. Coty’s products are sold in over 150 countries around the world. Coty and its brands are committed to a range of social causes as well as seeking to minimize its impact on the environment. For additional information about Coty Inc., please visit www.coty.com.