At Keune it’s regarded a responsibility to leave the world a better place for future generations. The brand strives to make better products with less impact on the planet. To contribute to a greener future, Keune relaunches its So Pure range – now all-refillable.
Kind and gentle
The new refillable hair care range is vegan, cruelty free and more eco-friendly, with 57% less plastic in the packaging. It is developed in the belief that every step in the product chain counts. So Pure is based on the clear-cut concept of buying a refillable shampoo or conditioner bottle once, then only buying refill pouches. This helps reducing plastic waste – without even having to think about it.
Refillable
The So Pure range consists of four different hair solutions, available as:
• Cool (refreshes silver tones, for blonde or gray hair)
• Restore (for thirsty hair)
• Polish (for frizz-prone hair)
• Clarify (helps protect hair from pollution)
Each his now offered as both a refillable shampoo and a conditioner. The refillable bottles come in 400ml or 1000ml sizes. NB a hair mask is available for the Polish and Restore families.
Four pillars to recall
The base of So Pure is the refill. Besides that, the philosophy leans on 4 important pillars:
• vegan and cruelty-free; all So Pure products are made with certified natural ingredients. Keune never tests on anaimals
• repurpose; all So Pure products are made with ingredients sourced from the waste stream of the mighty sugar beet. This means Keune uses what’s already there – no need to grown new crops. Meaning minimal planet impact
• carbon-neutral; to compensate for the CO2 footprint, Keune offsets all unabated emissions with a certified carbon offset project
• concentrated; So Pure offers shampoos and conditioners in a concentrated formula. So: use less, get more.
So Pure is also naturally-derived, gluten-free, Silicone-free, and has no artificial dyes.
The voice of Keune
“As a family company, we’ve always thought in terms of generations”, says CEO Eelco Keune. “So, it makes sense to work towards building a better future for whoever comes next. So Pure is one of our ways to contribute to a greener future. It’s not about completely changing the way we work; it’s about looking at what we already do and doing it better.”
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For more information visit www.keune.com or follow @keunehaircosmetics
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