DARE TO CARE
Care for the planet
Today and more than ever, the world needs care – responsible and sustainable care. Kérastase adopts a care-first approach that extends beyond its products. Its mission? To care for all hair types and all women as well as the future of the planet.
Commenting on this philosophy, Kérastase Global Brand President Rosa Carrico says: “We have a care first philosophy: it is our reason of being and most central value. We strive relentlessly to find the best care for hair, all types of hair, because we believe in a beauty with no frontiers, no limits or preconceived ideals. We believe in care for all.”
Since 2013, the brand has made significant strides in integrating sustainability to its formulations, packaging and merchandising. The brand has been using innovation to preserve resources and reduce its footprint, creating a more sustainable journey for hairdressers and consumers.
“We’re reducing our waste and optimising our packaging, reformulating our products and reimagining the fundamentals of how we deliver hair care. We continue to pioneer the future of hair care while driving positive change and striving to build a more diverse, inclusive and responsible future,” comments Carrico.
Sustainable packaging
Kérastase is transitioning to more sustainable packaging which uses less virgin materials. From October 2021, 100% of all Kérastase’s retail shampoo bottles have transitioned to 95% recycled plastics. As part of this commitment, Kérastase now uses 100% FSC-certified cardboard across all packaging. Since September 2021, it has removed plastic from its gift boxes, saving 60 tonnes of virgin plastic a year. The use of cellophane has been reduced and secondary packaging is being minimised.
By 2025, Kérastase has pledged to transition more than 60% of its packaging to recycled packaging and by 2023 all plastic will be sourced from recycled or biobased sources.
Responsible Formulas
Kérastase is improving formulas by integrating more sustainable raw materials and leveraging green sciences to harness the power of nature without exhausting its resources.
Kérastase is determined to improve the biodegradability of all its formulas. In 2021, the brand reached an average of 70% of biodegradability, with shampoos at 93%.
In 2021, 60% of all ingredients transitioned to biobased sources and Kérastase is committed to pushing this further by finding green and renewable alternatives to ingredients of petrochemical origin.
Producing Sustainably
Since 2015, Kérastase’s factory in Burgos, Spain, has achieved carbon neutrality by improving energy efficiency and using 100% renewable energy.
Since 2017, this production facility has been working as a waterloop factory, which means that 100% of the water used for production processes is recycled and reused in a closed loop.
“We continue to pioneer the future of hair care while driving positive change and striving to build a more diverse, inclusive and responsible future”
— Kérastase Global President Rosa Carrico
Spotlight Series - May 2023