Wella Company: Insights into eco-friendly revamp of salon color developer line



As the demand for sustainable beauty solutions continues to rise, Wella Company is addressing this trend with the launch of a more sustainable version of WELLOXON PERFECT, the brand’s salon color developer product line. This new formulation represents a significant step in Wella’s commitment to enhancing environmental responsibility while maintaining high performance standards.

In this CosmeticsDesign Q&A, Hilary Crnkovich, Global Communications and Sustainability Officer, and Peter Coles, Chief Scientific Officer at Wella Company, provide detailed insights into the development of the new WELLOXON PERFECT, including the product line’s sustainable features such as its vegan formulation, carbon-reduced hydrogen peroxide, and eco-friendly packaging. Additionally, they outline the key challenges encountered during development and share the strategies employed to overcome them, offering a comprehensive look at how Wella is integrating sustainability into its product offerings and operational practices.

CDU: Can you tell us more about the inspiration behind launching the new more sustainable version of WELLOXON PERFECT?

Hilary Crnkovich (HC)​: Customers and consumers are increasingly interested in more sustainable hair products and vegan formulations. The Wella Professionals brand already offers some vegan permanent color lines in sustainable packaging, including tubes made from 100% recycled aluminum and caps made from recycled material.

Revamping the WELLOXON PERFECT developer, which can be used together with those products, now enables salons in North America and Europe to provide a Wella permanent hair color service that is both vegan and more sustainable than before the WELLOXON PERFECT revamp. 



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