In March of this year, Redken relaunched its haircare range across shampoos, conditioners, and treatments into new, Cradle To Cradle-certified,* packaging that’s recyclable** AND comprised of at least 93% recycled plastic***! You can find a press release and high-res images of the renovation here, and please find more information re: our Cradle To Cradle partnership below:
The Cradle to Cradle Products Innovation Institute and its Cradle to Cradle Certified™ Products Program embrace a rigorous and holistic approach to sustainable product certification. This globally recognized, preferred product sustainability certification sets the highest bar on sustainability, extending beyond minimizing waste and pollution to keep materials in products in perpetual use, maximizing resources and ensuring products are made as safe as possible for humans and the environment. Redken has always been at the forefront of scientific development in the haircare industry, and has now been able to create sustainable scientific processes, while maintaining the quality product expected from the Redken brand.
Cradle to Cradle Certified™ is a robust, highly-trusted certification that evaluates products across multiple sustainability categories. To receive certification, products are assessed for environmental and social performance across five categories ensuring they preserve the environment and are purposely designed to extend beyond the end of a product’s intended use. This involves deliberate thought and action taken at a product’s inception to consider its next use and the replenished biology of its ingredients, packaging, manufacturing processes, and materials. The process of achieving Cradle to Cradle certification is rigorous, unbiased and trustworthy, positioning it as a trusted mark among consumers and retailers. Redken has worked across all teams from marketing, to manufacturing, to packaging development to create products developed with sustainable science to address values our community shares, and our world needs. This certification will be visible on product packaging, as well as on both the Redken and Cradle to Cradle websites in order to allow multiple points of identification of the awarded products. Redken’s mission is to pioneer the future of professional beauty: powered by rigorous science, prescribed by the best professional hairdressers and committed to achieving the highest standards of environmental and social sustainability. Ultimately, we aim to help our salon partners play their full role as positive agents of change in the world.
Cradle to Cradle™ is recognized as a leader and gold standard of sustainable certifications, partly because of the process to achieve certification. While most certifications focus on a singular measure of sustainability, Cradle to Cradle™ assesses all aspects of product design and manufacturing by evaluating products across five sustainability categories. Each of the five categories (i.e. material health, product circularity, renewable energy and climate, water stewardship, and social fairness) have standard requirements for each of the five different levels (i.e. basic, bronze, silver, gold and platinum), with requirements becoming more rigorous as you progress from basic to platinum levels. A product is assigned an achievement level in each individual category, with the lowest category achievement level becoming its overall certification level. Redken is dedicated to continuing to push the limit of sustainability, with certifications reevaluated every two years, to ensure the certifications are accurately awarded. Cradle to Cradle Certified™ Product Standard encourages continuous improvement over time to ensure brands are held accountable when producing products for consumers and the environment. 142 Redken haircare products achieved a SILVER certification, making up 58.6% of the portfolio. In order to achieve this, Redken worked for just over 1.5 years to incorporate post-consumer recycled plastic, evaluate all formulas, decrease the weight of our bottle and create a new bottle mold with an ISTA-6 compliant cap for no waste shipping. In addition, the shampoo and conditioner bottles, excluding the caps, are now made of 93% to 100% recycled plastic.
Redken always strives to be at the forefront of sustainability in the haircare industry, with initiatives such as sustainably-sourced babassu oil in our Frizz Dismiss franchise, and now, our haircare renovation. Redken is heavily invested in innovating, producing, and developing sustainable products to respect the environment and enable responsible stewardship of the resources being utilized. Receiving Cradle to Cradle Products Certification showcases how Redken products embody the sustainability mission shared by its leaders, employees and customers. “At Redken, we believe in creating the highest quality products that are developed ethically and sustainably,” says Shane Wolf, Worldwide President, US Brands, Professional Products Division at L’Oréal. “From conception to creation, we work to ensure that we think beyond product usage and user experience, considering the environmental impact, every step of the way.”