Wella launches new vegan and eco-ethical brand weDo

weDo's 17 hair care products are aimed at millennial and Gen Z consumers

The Wella Company is launching a millennial and Gen Z targeted brand called weDo.

Developed by scientists at Wella Professionals hair care labs in collaboration with hairdressers, the weDo range comprises 17 products with minimalist formulas.

Hero products from the vegan and eco-ethical brand include No Plastic Shampoo, which contains 95% natural origin ingredients and which requires less water, lasting over 80 washes, and Protect Balm, a texturiser for hair, which can also double-up as a lip balm.

The traditional shampoos in the range are sulfate free and have low levels of surfactants to ensure optimal scalp pH.

Meanwhile, a new silicone-free coating technology that is derived from olive oil provides conditioning benefits.

The products are certified by The Vegan Society and Cruelty Free International, and contain a specially-designed fragrance with a very low level of allergens.

weDo’s packaging is 100% recyclable in industrial facilities; all tubes are made with 50% post-consumer recycled (PCR) plastic; bottles are made with 75-94% PCR plastic; and any outer packaging is made with 100% recycled cardboard which is FSC certified.

Of the new launch, the Wella Company's Commercial Director, Sasha Dzhuras-Dotta, said: “With the launch of weDo we are tapping into the growing consumer desire for products that perform without negatively impacting the environment.

"weDo creates products that are not only 100% recyclable but which are made with 75-94% post-consumer recycled plastic.

"Through weDo our consumers can discover great care for their hair without negatively impacting the planet.”

The brand has also partnered with Plastic Bank, which fights ocean plastic and alleviates extreme poverty, exchanging plastic collected by disenfranchised communities for cash, school tuition, healthcare or insurance.

For every weDo product sold, eight plastic bottles will be collected from the environment.

The brand will launch in selected salons and online at lookfantastic.com in January 2021, and will be supported by a #TogetherWeDo campaign to help action positive change.

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