Professional hair care brand Biolage is now considered cruelty-free and vegan.
To gain its Leaping Bunny’s seal of approval, Biolage reformulated its product offerings to meet vegan and cruelty-free standards and overhauled its packaging. All of the brand’s packaging is now manufactured using 100% recycled plastic, with the exception of its bottle caps.
The move to revamp its packaging is now noted to save more than 30 tons of virgin plastic annually and marks the brand’s next step in its evolution.
“We do it to stay true to the mission of the founder of this brand. We’re always trying to modernize,” said Mounia Tahiri, Biolage’s senior vice president and head of brand in the U.S.
“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.”
But as products were reformulated to become cruelty-free and vegan, Biolage notes that products that failed to stay true to the consumer experience were discontinued.
“It’s been a year of highly engaged chemists working with marketing and Cruelty-Free International. It was an intense year,” said Rafael Lopes, vice president of Biolage’s global marketing. “It’s an important step, and it’s really inscribed in the natural evolution of the brand.”
Additionally, during its revamp, Biolage has noticed that consumers are looking for products that allow them to wear their hair as it naturally is and the need for essentially fewer products.
“What we’re seeing is what we saw in the makeup segment a few years ago when no-makeup makeup was booming. We see that transferring to hair, consumers want to wear their hair natural, looking beautiful without doing too much,” said Lopes.
Biolage notes that the desire to use fewer products is a nod to consumers looking to be more conscious all around, even with their hair.