weDo/ Professional is a new eco-ethical haircare brand that is on a mission to help people transition to a happier, healthier, & more sustainable lifestyle through acts, not words. weDo/ was created by a small group of people within Wella Company sharing a common passion for sustainability. Coming together to act and push for positive change within the company by challenging traditional processes. Driven by determination, the team co-created with Wella’s hairdressers and scientists weDo/ Professional – a new natural brand of which all products are designed to be more eco-ethical, Vegan Society certified, and Cruelty Free International approved while delivering professional performance.
From its origination, weDo/ Professional is acting together with its community of #weDoers by collecting 8 plastic bottles from the environment for every weDo/ Professional product sold together with Plastic Bank – an international organization that fights against plastic pollution entering the oceans while improving the lives of those collecting it. While all weDo/ products are designed to be 100% recyclable and are made from up to 94% recycled plastic, we simultaneously work on new ways to decrease our plastic impact, with solid forms for example. Read more about our partnership with Plastic Bank in Our Commitment.
WeDo/ are delighted that our passion and love for haircare, the planet and the animals has already received recognition. weDo/ has been awarded as Best Sustainable Haircare Brand at Marie Claire’s Hair Awards 2021. Even though we are just 1 year into our journey, our 360° approach to sustainability has been recognised and given the praise as “nothing short of inspiring”.
Marie Claire also awarded our sustainability hero product, the No Plastic Shampoo Bar with the honour of Best Natural Formula Shampoo. The shampoo bar is formulated with 95% natural-origin ingredients and does not contain any sulfates, silicones or artificial dyes. It’s great to see this product getting the recognition it deserves!
WeDo/ have also won the Gold award at the Vegan Awards 2020 by Boussias Communications, under the category Best Vegan Haircare product. We thank our colleagues in the Greek weDo/ team for their efforts that have led to this award and recognition. This is the 1st year of the Greek Vegan Awards, aimed at highlighting and rewarding excellence and innovation in the products and services of companies that promote the vegan lifestyle. The Vegan Awards were organized by Boussias Communications with the sponsorship of V-LABEL.EU (European Vegetarian Union).
A responsible & holistic brand
Beyond the idea of “natural,” we wanted the brand to be as responsible and holistic as possible. We strived to achieve this by not only looking at composition and quality of ingredients but also by looking at packaging sustainability, animal welfare, and overall human impact. This is what we mean by eco-ethical.