Our ethos

Responsible approach,
ethical actions

As a beauty brand, we’re committed to doing the right thing, always. That’s our promise to our consumers and private label partners across the world.

Considered products and sustainable production

As a brand we’re doing our best to do right by the planet, and we’re always looking to make improvements however and whenever we can. Here’s what we’ve done so far…

Quality you can trust
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Quality you can trust

We’ve worked hard to create the best colour combinations and formulas over the last 40 years – and we’ve succeeded. With hundreds of thousands of happy customers worldwide, our product proudly serves many well-known hair and beauty brands across the world.

Vibrant vegan colour
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Vibrant vegan colour

Absolutely no animal products are used in any of our products. We have always been 100% vegan-friendly and that will never change.

Cruelty free commitment
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Cruelty-free commitment

At no stage have our formulas ever been tested on animals. That’s the way it’s always been and always will be. We believe in taking responsibility and looking after our world – including the people and animals in it.

Introducing our new eco friendly line up

Introducing our
new eco-friendly line-up

Our latest pots are made possible by Prevented Ocean Plastic™. Full traceability, 100% sustainable recycled PET plastic and a long-term solution to reducing harmful waste in our oceans.

Every sale supports a
sustainable future

Each year we choose an eco-friendly charity to donate a portion of our profits to. It’s important for us to give back when and where we can. We feel that our ongoing donation scheme helps to make a longer-term positive impact for the organisations we work with rather than a one-off donation.

Every sale supports a sustainable future
Featured insight
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Work with a team
that truly cares

Our hair colour is why big brands come to us, but our attitudes towards the planet is why they stay. For over 40 years we’ve put people, animals and the environment first, and that will never change.

Work with team that truly cares