The journey wasn’t without road bumps. Products were reformulated to stay true to consumer experiences, and 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,” 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.”“There’s been a rediscovery of the Biolage brand, a professional performance you can trust that’s centered around the idea of conditioned, soft hair,” Tahiri said.
Added Lopes, “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.” The decision comes as consumers turn more attention to sustainability — and also to their hair. As reported by WWD,
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