The hair care giant has reformulated its entire range to meet vegan and cruelty-free standards without compromising on customer experiences.
Global beauty brand Biolage has gained cruelty-free status by securing a Leaping Bunny certification.
The brand is recognized worldwide as a leader in the professional hair care field. It has millions of customers and is used in thousands of salons and spas.
The hair care giant has reformulated its entire range to meet vegan and cruelty-free standards without compromising on customer experiences. Those products that weren’t up to par were discontinued.
“It’s been a year of highly engaged chemists working with marketing and Cruelty Free International. It was an intense year,” Rafael Lopes, vice president of Biolage’s global marketing explained.
“It’s an important step, and it’s really inscribed in the natural evolution of the brand.”
Furthermore, all of the brand’s packaging is now manufactured with 100% recycled plastic, barring bottle caps.
The decision comes as consumers are becoming aware of horrific animal testing stories and are seeking cruelty-free products more than ever.
Commenting on the environmentally conscious overhaul, Biolage’s senior vice president and US head of brand Mounia Tahiri said in a statement: “We do it to stay true to the mission of the founder of this brand. We’re always trying to modernize.
“It’s still the iconic white bottle, but we’re modernizing to meet the look and feel to meet the needs our consumers and stylists have today.”
Cruelty-free and vegan beauty brands
Biolage is the latest to join a growing list of brands that have launched or reformulated their hair, cosmetic, or skincare brands, to become part of the vegan beauty bandwagon.
Recently, Hollywood star Nicole Kidman invested in vegan haircare brand VEGAMOUR after struggling to sustain the health of her tresses for decades. She was drawn towards the brand after learning that it partnered with women-owned businesses in underprivileged communities
“It wasn’t about being the face of the brand or selling products, but being an advocate for a holistically-minded lifestyle that prioritizes self-care,” she said.
“Once I learned about where they source ingredients and how they are supporting those communities through ethical harvesting, I knew that I wanted to support that mission.”
The Kardashian-Jenner siblings also cemented their presence in the vegan beauty world.
In June, Kim unvieled her nine-piece skincare line called SKKN BY KIM. The range is 100% vegan and includes cleansers, toners, serums, and more.
Meanwhile, sister Kylie, who was among those who got into the vegan beauty game early revamped her cosmetics line to become fully vegan last year.
Other A-listers’ vegan beauty launches this year include Lady Gaga’s Haus Labs, Ariana Grande’s r.e.m beauty, Scarlett Johansson’s The Outset, and Harry Styles’ Pleasing.
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