Kérastase Redefines Haircare with Refillable Shampoo Innovation
Luxury haircare brand Kérastase is merging opulence with sustainability through its groundbreaking refillable shampoo system. Introducing a new era of responsible beauty, the brand unveils its first-ever reusable shampoo bottle, a sleek and sustainable innovation designed to transform both the planet and the haircare routine.
This bold step aligns with Kérastase’s enduring commitment to care—not just for hair, but also for individuals, communities, and the planet. General Manager Rosa Carriço encapsulates this vision, stating:
“Beauty is infinite, but the world’s resources are not. Since 2013, Kérastase has been devoted to reducing its environmental footprint, leveraging innovation to create a more sustainable journey for both consumers and hairdressers.”
Luxury Meets Responsibility
The new system combines a reusable aluminium bottle, crafted from 100% recycled and recyclable materials, with a shampoo refill pouch that uses 82% less plastic than traditional bottles. Available across five best-selling ranges—Nutritive, Resistance, Blond Absolu, Genesis, and Chroma Absolu—this innovation offers a seamless blend of elegance and environmental consciousness.
To elevate the user experience further, Kérastase includes a reusable organic cotton bag with the set and offers free engraving to personalize the bottle. Each bottle also features a QR code, granting consumers access to detailed product information and insights into Kérastase’s sustainability initiatives.
The Refill, Reuse, Repeat Revolution
Adopting the new Kérastase refillable system is as easy as four simple steps:
- Purchase a reusable bottle and shampoo refill of your choice.
- Fill the bottle with shampoo and responsibly dispose of the empty pouch.
- Refill the bottle after washing and drying it.
- Repeat the process endlessly, reducing plastic waste by 82% with every refill.
A Clear Path to 100% Recycled Packaging
This innovation is part of Kérastase’s broader mission to reduce virgin plastic usage across its packaging. The brand has already achieved significant milestones:
- 100% of its retail shampoo bottles are now made with 95% recycled plastic as of October 2021.
- 60% of its total plastic packaging will come from recycled sources by 2025.
- 100% of all plastic used will be recycled or biobased by 2030.
A Sustainable Future Without Compromising Luxury
Kérastase’s refillable shampoo system exemplifies the brand’s ability to combine sustainability with its hallmark elegance. By empowering consumers to make more environmentally friendly choices without sacrificing the premium quality they expect, Kérastase is leading the charge in responsible beauty.
This is more than a product launch; it’s a movement toward redefining luxury as an act of care for the world we share.
