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Coty’s New weDo Professional Brand Offers Vegan Skin & Hair Care Products

Published on 2019-09-02. Author : SpecialChem

TAGS:  Hair Care      Skin Care     Natural/ Organic   

weDo Professional is a new eco-ethical brand, offering a range of vegan and cruelty-free products with up to 50% less ingredients than average and with 100% recyclable packaging. weDo Professional is a new eco-ethical brand, offering a range of vegan and cruelty-free products with up to 50% less ingredients than average and with 100% recyclable packaging. Co-developed with the scientists of the Wella Professionals haircare labs, and in collaboration with hairdressers, each product has been designed with professional performance in mind.

Lineup Offers 14 Products


The weDo/ Professional lineup offers 14 products, including 4 multi-purpose hybrid products for hair and body:

  • RINSE-OUT
    • Light & Soft Shampoo: a lightly moisturising low-foam shampoo for fine hair, 300ml, SRP 18.90€
    • Light & Soft Conditioner: a lightly moisturising conditioner for fine hair, 250ml, SRP 19.90€
    • Light & Soft Mask: a moisturising mask for fine hair, 150ml, SRP 24.90€
    • Moisture & Shine Shampoo: a moisturising low-foam shampoo for normal or damaged hair, 300ml, SRP 18.90€
    • Moisture & Shine Conditioner: a moisturising conditioner for normal or damaged hair, 250mL, SRP 19.90€
    • Moisture & Shine Mask: a nourishing mask for normal or damaged hair, 150ml, SRP 24.90€
    • No Plastic Shampoo: a solid shampoo bar, 80g, SRP 14.90€

  • LEAVE-ON
    • Moisturising Day Shift: a moisturizing hair and hand cream (hybrid), 90mL, SRP 19.90€
    • Nourishing Night Shift: a nourishing overnight hair cream, 90mL, SRP 24.90€
    • Natural Oil: a hair & body oil elixir (hybrid), 100mL, SRP 39.90€
    • Detangle: a detangling spray, 100mL, SRP 19.90€
    • Scalp Refresh: a refreshing scalp tonic, 100mL, SRP 24.90€
    • Protect Balm: a hair ends and lips balm (hybrid), 25g, SRP 19.90€Spread Happiness: a scented hair and body mist (hybrid), 100ml, SRP 24.90€

Two new technologies were developed by the weDo/ Professional team, which are particularly efficient in conditioning hair. The first is a sulfate-free cleansing technology that makes shampoos particularly gentle, with a low level of natural origin surfactants, leaving the scalp at an optimal pH. The second, a silicone-free coating technology found in weDo/ Professional conditioners and masks, formulated with olive oil derivates that act as natural-origin conditioning agents, to naturally envelop the hair fiber.

The weDo/ Professional Journey


The weDo/ Professional journey was started by a small group of passionate beauty insiders who had the unique chance to start a new brand from scratch. With the freedom to translate their convictions about environmental sustainability into a full-fledged offering that resonated with their peers, weDo/ Professional was born. The brand has now become the unofficial “eco lab” of Coty Professional Beauty, sharing knowledge and pushing for positive change across the entire company.

Of the new launch, Coty Professional Beauty Chief Marketing Officer, Laura Simpson, says, “With the launch of weDo/ Professional we are tapping into growing consumer desire for products that perform, while having less impact on the environment. Not only have we developed a consolidated range of products that push the boundaries on the industry’s natural and ethical standards, but we aim to be as transparent as possible on where we have room for improvement, and where we wish to do better.”

Being an “eco-ethical” brand, weDo/ Professional looks at a set of environmental, animal, and human impact standards with an objective of being as good as possible, while simultaneously remaining honest and transparent about when certain goals are still beyond reach, but in development.

weDo/ Professional is 93 to 99.7% natural origin, vegan and cruelty free. More specifically the brand is:
  • Certified as vegan by The Vegan Society
  • Certified as cruelty-free by Cruelty Free International
  • Dermatologically tested, formulated without sulfates, silicones, or artificial dyes
  • All scented products have a special designed fragrance with an extremely low level of allergens

In addition, Coty sources its murumuru and cupuacu butters, which are used to moisturize and nourish the hair fiber, from direct suppliers certified by Union for Ethical Bio-Trade (UEBT). These ingredients are ethically sourced from the Amazon rainforest and are only harvested for the amount needed with a benefit sharing program in place for the local community supported by the ingredient supplier.

weDo/ Professional packaging follows the concept of the circular economy with recycled and recyclable material:
  • All weDo packaging is designed to be 100% recyclable in industrial facilities
  • Tubes are made with 50% post-consumer recycled plastic
  • Bottles are made with 75% to 94% post-consumer recycled plastic
  • All jars available at retail are made with 53% to 56% post-consumer recycled plastic
  • Any outer packaging is made with 100% recycled cardboard, which is also FSC certified 


Source: Coty
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