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Our Ethics

Our Ethics

We are committed to standing by our core values and principles that have been the very same since day one…



Ingredients

We use the lowest possible levels of PPD pigments and leave out harsh ingredients, like ammonia, so that your hair can look and feel gorgeously healthy, with long-lasting, beautiful colour! We work hard to ensure that all of our ingredients are high quality and sourced from responsible suppliers who do their bit to protect the planet.

We believe that natural ingredients are better for you and your hair so we prefer to use kind and gentle, natural and organic ingredients that give the love back to your hair, leaving out synthetic nasties such as ammonia, parabens, resorcinol and sulfates. The only time we will use synthetic ingredients in our products is when we cannot find a suitable natural alternative.

We do our best to ensure an ethical and quality supply of ingredients by sourcing over 75% from within the UK and with meticulous quality control and testing processes in place to ensure all ingredients meet our very high standards.

Animal Testing

We believe that health & beauty should not come at the cost of animal welfare, which is why all of our products are cruelty-free and never tested on animals.

Our ingredients are not:

  • Taken from an animal killed specifically for the ingredient
  • Taken from a live animal in a way that would cause pain or discomfort
  • Taken from wildlife
  • By-products of the fur industry
  • From slaughterhouse by-products

In fact we are internationally recognised by animal welfare organisations PETA & Choose Cruelty-Free as a cruelty free brand.

We're also a member of the Cosmetics Toiletry and Perfumery Association (CTPA) that regulates the safety of cosmetic products in the UK. As a member of the CTPA we're actively working to promote practices in the industry that don't require animal testing and non-animal tested ingredients. 

Environmental & Sustainability

We're passionate about minimising our impact on the environment at every stage of what we do, from product design, manufacture, packaging, distribution and disposal. We recycle as much as we can, using efficient, energy saving and low carbon manufacturing methods, making sure that all of our packaging is recyclable and where possible is made from Post-Consumer Recycled Plastic & Cardboard (recycled materials).

In fact, since we started using 100% recycled board for our Permanent hair dye cartons in 2003, we've saved 225,000kgs of virgin cardboard!

Our packaging chips are also made from corn, meaning they are biodegradable and can even be washed down the sink! To ensure our ethical supply and high quality of ingredients we source over 75% of our raw materials from here in the UK and another 15% from the EU. We are constantly looking for ways to minimise our carbon footprint and do our bit for the environment.

Values & Wellbeing

Being able to provide high performing products that not only look after you and your hair but respect your values is extremely important to us.

That's why we are proud to say that all of our products are vegan and vegetarian friendly, carefully and uniquely made to be kind and gentle on you, your hair and your skin.

Please note: Previous batches of Sulfate-Free Shampoo & Scalp Treatment are still in circulation, which contain a milk derivative. Any products purchased online are guaranteed to contain the new vegan friendly formula.