Make Smarter Choices For A BRIGHTER FUTURE

By Louise May

Welcome to the world of 360 sustainable beauty! In today’s world, more and more people are becoming environmentally conscious and are taking steps to make sustainable choices. Even the world of cosmetics is now part of the green revolution.

Today’s beauty consumers are carefully selecting products based on their environmental impact. That’s why we are excited to introduce a new brand that is at the forefront of sustainable hair care - BENVOLEO. This professional brand puts a clean and sustainable approach at the centre of its work without sacrificing performance.

It speaks to you the hairstylist and your professionalism while also appealing to the younger generation of eco-conscious consumers.

Hair Biz Editor Louise May chats with Jacqui Germanos , Head of Marketing at ALFAPARF , about the exciting world of sustainable hair care and the amazing new BENVOLEO brand.

Jacqui, can you explain to our readers what green chemistry is?

Absolutely! Green chemistry is all about creating products and processes that are safe, efficient, and sustainable. It’s a way of designing things that are good for both us and the planet by reducing or eliminating the use of harmful substances.

That’s fantastic! Let’s talk about something we’ve been hearing a lot about lately: Hyperfermentation. Could you explain what that is and how it relates to sustainable hair care?

Hyperfermentation is a super cool process that uses natural enzymes and bacteria to create powerful and beneficial ingredients for hair health. The best part is that it’s sustainable and eco-friendly because it uses renewable resources and produces very little waste.

So, how does BENVOLEO incorporate Hyperfermentation into their formulas?

BENVOLEO has taken Hyperfermentation to the next level with their highly innovative twostep process with reduced environmental impact to obtain extracts with enhanced power so that natural actives become super active to contribute to a product’s high performance. BENVOLEO uses four hyperfermented active ingredients: OAK BARK, CITRUS FRUITS, RICE WATER, and VINE SAP. These ingredients are exclusively sourced from Italy, following the “locally sourced” philosophy.

And can you tell us more about what makes a hair care line sustainable?

A sustainable hair care line is one that cares about the environment and people. It uses ingredients and processes that are environmentally friendly and socially responsible. This means using renewable resources, recycled & recyclable plastic, reducing waste, off-setting Co2 emissions and promoting eco-conscious practices. And of course, it should prioritise the well-being of its customers by using natural, non-toxic, and cruelty-free ingredients.

It’s great to see companies like ALFAPARF leading the way in sustainability. What sets BENVOLEO apart from other hair care lines?

BENVOLEO is truly unique! It stands out with its exclusive, high-quality natural ingredients. The brand uses green chemistry and innovative Hyperfermentation technology to create products that are safe, effective, and sustainable. And here’s the cherry on top: all BENVOLEO’s claims are backed by facts and are ISO and AEO certified. That means independent third-party organisations verify their claims. It’s all about transparency!

That’s impressive! Now, how does BENVOLEO ensure it avoids greenwashing?

As mentioned above BENVOLEO is all about honesty and transparency. They provide clear information about their ingredients, processes, and certifications. They avoid making false or misleading claims about their products. BENVOLEO walks the talk and ensures that all their claims are backed by facts and ISO and AEO certified.

Finally, why is sustainability so important in today’s world?

Sustainability is crucial because our planet is facing urgent challenges like climate change, biodiversity loss, and social inequality. By taking this action now to reduce our carbon footprint and promote sustainable practices. By making conscious choices, we can ensure a better future for ourselves and the generations to come.