It’s not just about what’s on the inside. We’re also focused on ensuring the packaging and materials for Authentic Beauty Concept are as sustainable as possible without compromising on a premium appearance.
If you never leave the house without your favourite reusable coffee cup and tote bag, congratulations – you’re already part of the refillution! We believe that while recycling is great, reusing and refilling is even better. Recycling begins at the end; with the ‘getting rid’ part of a product’s life cycle. Refilling closes the loop, contributing to a circular economy and allowing us to play our part in the eradication of single-use plastics. That’s why we launched refill bars in selected salons across the globe; because sustainability is at the heart of what we do and we know it’s important to you, too.
Authenticity, honesty, and transparency are also part of core DNA, and we are committed to continuously working on our packaging, ingredients, and initiatives to reflect the ongoing opportunity to be, and do, better. As sustainability keeps evolving, so is our brand. We constantly challenge ourselves to find new ways to improve and that’s why we are excited to announce that we have extended our sustainability commitment, to make refilling an everyday option, for everyone.
The purpose of our refill bars is to encourage the reduce, reuse, recycle model, to foster mindful consumption and to promote a more sustainable approach to haircare. We initially launched them in 2020, working with some carefully selected #AuthenticBeautyMovement flagship salons to introduce the concept. Now we’re transforming our offering so that every salon has the option to provide refillable products – no matter their size or location. Awareness of the issues posed by single-use plastic has never been higher and action has never been more important. With the momentum fuelled by this behaviour change, we wanted to make it easy for everyone to feel they are doing their bit and making a positive contribution to the planet.
Here's how our refill process works: you bring your shampoo and conditioner bottles back to the salon, and they’re refilled with your favourite product. Simple! The dedicated refill bottles are themselves
made from 90% post-consumer recycled plastic (PCR); that’s plastic which
already exists and which we would otherwise struggle to get rid of. Each bottle can be reused at least five times, generating a saving of 83% less plastic*. The bottles also come with Forest Film labels
Our new Refill Bars use 5 litre bottles – also made from 50% PCR – as the main container, and feature Forest Film labels too. The pump for refiling is also reusable.
Visiting the refill bar also allows for a special in-salon experience and a moment of connection with your hairdresser. It’s bespoke, it’s better for the planet – and it’s still a premium, professional product.
* (vs buying six standard shampoo and conditioner bottles)
** International Sustainability and Carbon Certification (a certification standard for all kinds of bio-based feedstocks and renewables)
Our Refill Bar is now present in some carefully selected European #AuthenticBeautyMovement flagship salons to start with. Goal is to generate learnings from our experience, then take those to roll out refilling solutions at even more salons in upcoming years. Change takes time, but we’re incredibly excited to work on this plan!