L’Oréal Professional leans into the vegan beauty beauty market that’s forecast to reach $22bn by 2024 with the launch of Source Essentielle. The brand launched in Europe last week and just made its US market entry.
This is L’Oréal Professional’s first vegan haircare brand that also has a focus on sustainability. The brand consists of three shampoos (dry, normal, and colored hair), two oils, a balm, and a detangler with formulas that are 80-100% natural, 100% vegan, silicone-free, paraben-free, and sulfate-free.
The line has smart, sustainable packaging with an intentional square-shaped bottle in recycled plastic that is stackable, minimizing transportation costs. Salons carrying the range are also fitted with in-salon refill stations for the shampoos, reducing plastic consumption and providing a value to consumers.
Photo: via L’Oréal Professional