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New Natural Haircare Brand WEDO/ Ties Up with Phoebe Dynevor, to Act for Positive Change

New Natural Haircare Brand WEDO/ Ties Up with Phoebe Dynevor, to Act for Positive Change

Phoebe Dynevor, the British actress of Netflix’s BRIDGERTON fame, has joined hands with with the eco-ethical brand from the stable of Wella Group, weDo/ Professional to spread a new message of positive change, offering new ways to care for hair and the planet. As the brand’s first ever Advocate for Positive Change, Phoebe will work with the brand to call for more sustainable haircare routines while highlighting the importance of acting together to reduce our impact on the environment.

As Phoebe puts it:

‘It’s more than a brand, it’s a mindset; a call to action; a community.’

To bring to life this motto, weDo/ has partnered with the social enterprise Plastic Bank, committing to remove 8 plastic bottles from entering the ocean for every product sold. This collaboration has already stopped over 10 million plastic bottles, with that number rising all the time.

Plastic Bank seeks to empower the regenerative society. The social enterprise helps the world stop ocean plastic while improving the lives of collector communities. Plastic Bank builds ethical recycling ecosystems in coastal communities and reprocesses the materials for reintroduction into the global manufacturing supply chain. Collectors receive bonuses for the materials they collect, which helps them provide basic family necessities such as groceries, cooking fuel, school tuition, and health insurance. Plastic Bank’s Alchemy™ blockchain platform secures the entire transaction and provides real-time data visualization – allowing for transparency, traceability, and rapid scalability. The collected material is reborn as Social Plastic®, which can be easily reintegrated into products and packaging as part of a closed-loop supply chain. Plastic Bank currently operates in Brazil, Indonesia, the Philippines, and Egypt.

Commenting on the partnership, Phoebe said “In the world we are living in today, there is pressure to look good and do good and we are all searching for ways we can help the planet simply just by changing our daily routines, products or habits” says Phoebe. “I want to do my bit for the environment, the same as everyone else and that’s what brought me to weDo/”.

“Using products which are made with natural ingredients is a game changer. And what I love about weDo/ is that they have managed to make great impact go hand in hand with strong product performance. That’s a win-win”.

Cecile Jolly, Co-Founder of WEDO said, “Today, this adventure is taking a new dimension and we are thrilled to welcome Phoebe in the family. She’s an authentic advocate for positive change who’s using her influence for good. Her passion for what we’re trying to do here has been genuinely inspiring for us. Together with Phoebe, we will invite more people to join the journey towards more responsible beauty routines and go on the field to drive change”.

A Minimalist Approach 

weDo/ Professional has developed a range of minimalist products that are silicon and sulfate-free, as well as being approved by the Vegan Society and Cruelty Free International. Co-developed with scientists in professional haircare labs and in collaboration with hairdressers, each product has been designed with professional performance in mind.

The  silicon-free technology makes their formula particularly efficient in conditioning hair.

The products use different combinations of  ingredients such as ethically sourced murumuru & cupuaću butter, olive oil, upcycled macadamia oil and bamboo water, to nurture hair for a healthier look.

Packaging is also made with the environment in mind, with recycled and recyclable plastics, refill solutions as well as no plastic alternatives, such as their No Plastic Shampoo bar.

Phoebe’s WEDO/ Must-Haves

This solid shampoo leaves hair soft, vibrant and moisturized. The formula includes organic argan oil, red mineral clay, 99.8% biodegradable ingredients1, and was named Best Natural Formula Shampoo at the Marie Clair UK Hair Awards 2021. Its sulfate-free cleansing formula has a skin compatible pH and is said to be particularly mild to the scalp and hair.

Formulated with naturally activated rooibos extract, this conditioner detangles hair with silicone-free technology, allowing natural origin conditioning agents to efficiently deposit on hair and smoothen the fiber.

Made with ethically sourced murumuru butter, this dual-usage formula works on hair and hands, leaving hair silky and shiny and absorbing rapidly into the skin for up to 2 hours of hydration.

Wella Company is one of the world’s leading beauty companies, comprised of a family of brands such as Wella Professionals, Clairol, OPI, Nioxin and ghd. With 6,000 employees globally and a presence in over 100 countries.