Wella Company, the Switzerland-based professional haircare major, has launched a first-of-its-kind eco-ethical professional hair and body care brand weDo/ Professional in India.
weDo/ Professional offers a range of vegan, cruelty-free, and 100 percent recyclable products, with a minimalist formula. Co-developed with the scientists of the Wella Professionals hair care labs, and in collaboration with hairdressers, each product has been designed with professional performance in mind.
A press statement mentions that 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 remaining honest and transparent about when certain goals are still beyond reach, but in development.
The weDo/ Professional lineup offers 14 products, including four multi-purpose hybrid products for hair and body. This range consists of “two unique technologies which are efficient in conditioning hair”. The first is a sulphate-free cleansing technology that makes cleansers particularly gentle, with a low level of natural origin surfactants, leaving the scalp at an optimal pH. The second, a silicone-free coating technology used in conditioners and masks, formulated with olive oil derivatives that act as natural-origin conditioning agents, to naturally envelope the hair fibre.
Emphasising Wella Company’s commitment to positive change, Manish Bhagat, General Manager, Wella India Subcontinent Business, said in the statement, “With the launch of weDo/ Professional in India, we are tapping into the growing consumers’ desire for products that perform, while being conscious of the impact to the environment. Not only have we developed a consolidated range of multi-functional products that push the boundaries of the industry’s natural and ethical standards, but we aim to be as transparent as possible. We intend to start a dialogue and gradually push for positive change within the hair and beauty industry at large.”
weDo/ Professional is collecting eight plastic bottles from the environment for every weDo/ Professional product sold and is working with Plastic Bank – an international organisation that fights against plastic pollution entering the oceans while improving the lives of those collecting it. According to the company, while all its products are designed to be 100% recyclable and are made from up to 94% recycled plastic, it simultaneously works on new ways to decrease its plastic impact, for example with solid forms. It recently launched a shampoo bar to reduce the use of shampoo bottles.
Launching across India, the complete collection of weDo/ Professional is available on Nykaa and Amazon.