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Our Ethics

Our Ethics

We are committed to standing by our core values and principles that have been the very same since day one…



Ingredients

We use the lowest possible levels of PPD pigments and leave out harsh ingredients, like ammonia, so that your hair can look and feel gorgeously healthy, with long-lasting, beautiful colour! We work hard to ensure that all of our ingredients are high quality and sourced from responsible suppliers who do their bit to protect the planet.

We believe that natural ingredients are better for you and your hair so we prefer to use kind and gentle, natural and organic ingredients that give the love back to your hair, leaving out synthetic nasties such as ammonia, parabens, resorcinol and sulfates. The only time we will use synthetic ingredients in our products is when we cannot find a suitable natural alternative.

Animal Testing

We believe that health & beauty should not come at the cost of animal welfare, which is why all of our products are cruelty-free and never tested on animals.

In fact we are internationally recognised by animal welfare organisations PETA & Choose Cruelty-Free as a cruelty free brand.

Environmental & Sustainability

We do our very best to minimise any negative impact on the environment when we make our products by recycling as much as we can, using efficient, energy saving and low carbon manufacturing methods, making sure that all of our packaging is recyclable and where possible is made from Post-Consumer Recycled Plastic & Cardboard (recycled materials).

All of our packaging chips are made from corn, meaning they are all biodegradable and can even be washed down the sink! To ensure our ethical supply and high quality of ingredients we source over 75% of our raw materials from here in the UK and another 15% from the EU. We are constantly looking for ways to minimise our environmental footprint and do our bit for the environment. If you have any further questions about our sustainable practices, please get in touch.

Lifestyle & Wellbeing

We know there are many lifestyles that we may choose to adopt throughout our lifetime, so to be able to provide high performing products that not only look after you and your hair but respect your values is extremely important to us.

Therefore we are proud to say that all of our products are vegan and vegetarian friendly, carefully and uniquely made to be kind and gentle on you, your hair and your skin.

Please note: Previous batches of Sulfate-Free Shampoo & Scalp Treatment are still in circulation, therefore still contain a milk derivative. Anything purchased online will contain the new vegan friendly formula.