The Wella Company has introduced a redesigned and more sustainable version of its Welloxon Perfect salon color developer. This new product line was sustainably designed, from packaging, to formula, and transportation.
The new bottle design features an innovative multi-layer molding technology that replaces virgin plastic with up to 70% of post-consumer recycled plastic. The bottle is also designed to be 100% recyclable, except for the safety seal, in countries where a recycling system is established.
This packaging furthers Wella Company’s material circularity efforts and can save approximately 90 metric tons of plastic per year compared to the previous product.
The upgraded formula is now vegan, is formulated without any ingredients derived from animals, and is free of mineral oil.
Wella Company notes this is the first product in the beauty/cosmetics industry to use carbon-reduced hydrogen peroxide created by Evonik. According to Evonik, this ingredient is certified to reduce carbon emissions, compared with the hydrogen peroxide used in the previous formula.
With the newly shaped bottle, more bottles can fit on a transport pallet, which can reduce the number of trucks needed for distribution by roughly 25%, the company reports.
In addition to the Welloxon Perfect developer, Illumina Color and Blondorplex are the first two products that are color crèmes packaged in 100% recycled aluminum tubes.
Peter Coles, Chief Scientific Officer at Wella Company said, “Wella Company is committed to improving sustainability and pursuing a comprehensive approach focusing on all aspects of our product offerings from A-Z: packaging and recycling, manufacturing and distribution, the use phase, and of course, ingredients. We continuously work across our supplier network for new solutions to drive positive change.”
