weDo/ Professional unveils eco-ethical brand in A/NZ

This article was first published in Style Icons, authored by Ariana Pezeshki

weDo/ Professional is the latest sustainable professional haircare brand to hit Aussie shelves. The brand’s mission is to help people transition to a happier, healthier, and more sustainable lifestyle.

weDo/ Professional’s new eco-ethical haircare brand was created within Wella Company by a small group who have a common passion for sustainability while remaining in collaboration with hairdressers and scientists. weDo/ products are Vegan Society Certified and Cruelty-Free International approved, made with recycled and recyclable packaging and natural origin ingredients to improve the condition of hair, body and planet.

Each product has been designed with professional performance in mind and a clean, minimalist approach keeping only what’s necessary to deliver the benefits and even hybrid products that can be used on your body too! The brand has also partnered with Plastic Bank, which helps to fight ocean plastic while alleviating poverty removing eight plastic bottles from the ocean with every one weDo/ product sold. It also uses recycled plastic for packaging, looking at 120T of plastic to be removed this year.

The consolidated range of multi-functional products push the boundaries on the industry’s natural and ethical standards but aim to be as transparent as possible. Each product has been carefully designed and developed for maximum performance, without sacrificing impact on the environment. The range of rinse-out and leave-in products feature high-performance, minimalist formulas that are vegan and cruelty-free, with recyclable packaging, made from recycled materials.

The products use natural origin ingredients, including macadamia oil, sustainably sourced from Australia and upcycled from the food industry, which provides nourishment and boosts manageability of hair. They also use murumuru and cupuacu butters, which are used to moisturise and nourish the hair fibre. These ingredients are ethically sourced from the Amazon rainforest and are only harvested for the amount needed with a benefit-sharing program in place for the local community supported by the ingredient supplier.

To celebrate the launch of this new eco-ethical brand in Australia and New Zealand weDo/ Professional hosed an intimate virtual event with ambassador and singer-songwriter Julia Stone. Julia shares the brand’s ethos of sustainability and supporting vegan, cruelty-free, clean products.

Julia Stone says, “actions come from the heart, which is why I’m really excited to be working with weDo/ Professional, the new haircare range that is not only eco-ethical with the way their products are made, they are also vegan, cruelty-free, clean, sustainable and made with natural ingredients that actually work on my hair! They are also fighting to help a cause close to my heart, cleaning the ocean from plastic.”

The event continued with an exclusive night of live music in our living rooms, where weDo/ ambassador Julia Stone performed an intimate acoustic concert.

weDo/ Professional has also partnered up with Clean Up Australia, one of the countries biggest environmental organisations, to continue to create change together through ongoing projects and campaigns. Today the organisations’ focus is as much on preventing rubbish from entering our environment as it is on removing what has already accumulated.

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