KMS has highlighted its renewed commitment to sustainability, raising awareness amongst their clients and the larger haircare community by further incorporating sustainability into professional hair and their brand DNA, thanks to the newly announced Clean Sweep Initiative.

The brand will implement programs from this year that improve the environmental and social impact of its products and services, with product packaging and ingredient transparency front of mind.

“With 2021 upon us, we recognised that it was time for KMS to step up our sustainability efforts even more. We are deeply committed to continuing our ESG efforts, while constantly being open and transparent with the measures that we take,” said Dr. Elmar Mussenbrock, Director of Sustainability.

“Sustainability is now at the forefront of the collective consumer consciousness,” added Kristof Stengele, Associate Director KMS. “To that end, individuals and our stylists are taking more and more measures to ensure their own lifestyles are sustainably minded. Rightfully so, they now demand the same, or more, from the brands that they use.”

The new efforts include the inclusion of all-new Environmental and Sustainability Icons, which speak to the need for transparency for sustainable, more conscious consumption. Starting in 2021, this will consist of consistent and uniform labelling across all of the brand’s digital and physical touch points, from its website to social media channels and marketing materials. This will showcase measures such as responsible sourcing, mindful water usage, minimalistic and responsible packaging and product and ingredient transparency.

KMS will also be eliminating the information gap, allowing consumers to easily search an in-depth database of the key ingredients on the brand’s website and harnessing the benefits of their top-tier list of ethical ingredients. In packaging, the brand will continue its certified recyclability efforts, as all OTC KMS Shampoos and Conditioners continue to be packaged entirely out of PP (polypropylene), making them 100 per cent recyclable.

KMS will also be reducing its eco footprint by partnering with the Ball Corporation to switch to a lightweight aluminum can, saving a total of 1.4 tons of aluminum every year. The patented ReAl Technology provided by Ball Corporation reduces the weight of the can by 15 per cent without affecting the packaging integrity, while also reducing the can’s carbon footprint by approximately 12 per cent.

The future is green and KMS are a major part of that, making sure our collective environmental and social footprint is that much smaller.

For more information visit www.kmshair.com