Simultaneously, the brand announced milestones in sustainable packaging, responsible formulas and mindful manufacturing practices,\u00a0such as all shampoos and conditioners being composed of at least 94% recycled plastic. Caps are still made using virgin plastic but the brand is \u201cactively engaged in using recycled plastic when available,\u201d\u00a0per the company.<\/li>\n<\/ul>\nDive Insight:<\/h3>\n
As more consumers seek out better-for-you and environmentally friendly products, sustainability has become a top priority for many brands across the retail landscape.\u00a0<\/p>\n
In business since 1960 and now owned by L\u2019Or\u00e9al, Redken\u2019s efforts are aimed at furthering its parent company\u2019s sustainability initiatives, which were announced in 2020. Most of L\u2019Or\u00e9al\u2019s ambitious goals are targeted for 2025 and 2030.<\/p>\n
As part of Redken\u2019s own sustainability goals and milestones, since 2020, over 100 of its products have been Cradle to Cradle Certified Silver by The Cradle to Cradle Products Innovation Institute. The non-profit organization uses a framework to assess the safety, circularity and responsibility of materials and products.<\/p>\n
Over 70% of Redken shampoos sold globally are at least 90% biodegradable. Its color formula offerings are vegan with no animal derived ingredients. Additionally, three-fourths of Redken\u2019s hair care products are produced in factories powered by 100% renewable energy. The brand currently produces its various shampoos, conditioners, treatments and masks in the U.S., Canada, Spain and Brazil.<\/p>\n
Redken\u2019s expansion of its DTC channel comes as more established brands seek to increase their direct-to-consumer sales through an omnichannel approach.\u00a0Nike, Under Armour and Adidas have all leaned into the channel, as have traditionally wholesale brands like Wilson.<\/p>\n
And just this year,\u00a0Radio Flyer and Melissa & Doug, announced plans to open the first stores of their own.<\/p>\n<\/p><\/div>\n
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