O’right is paving the way in sustainably led haircare, with green initiatives that have changed the face of hair health and environmentalism over the past 17 years.

Sustainability is at the heart of O’right and a myriad of specialised initiatives set the brand apart from an environmental perspective, as led by Founder and CEO, Steven Ko. Steven saw sustainability as a competitive business advantage, in addition to its benefits for the planet and its people at large. Steven’s own battles with severe allergies, which in turn urged him to research the effects of chemicals on hairdressers’ health, informed this drive and passion to create products that help people and planet.

“In 2006, O’right had established green sustainability as its goal and by 2009 it had launched its own carbon footprint verification,” the brand explained. “The following year, we obtained the first batch of carbon footprint labels in Taiwan, followed in 2011 by the first carbon neutral label, which was certified by the British Standards Institution (BSI). It stands as the world’s first zero carbon shampoo, marking a significant milestone. O’right then went on to achieve carbon neutrality for all its products, factories and organisations for three consecutive years since 2020 and became the first zero carbon beauty corporation in the world.”

The brand ethos is built from the O’right’s original green standards, which set carbon reduction plans in five stages of the product life cycle, from raw material acquisition to manufacturing, delivery and sale, consumer use and waste recycling. It has since followed and met international guidelines and certifications to scientifically test and implement non-chemicals and agricultural byproducts in its products and processes, to mitigate climate change and protect the environment and biodiversity. Other major milestones for the brand includes its pioneering global stance in introducing 100 per cent PCR (post-consumer recycled) consumer products, utilising recycled plastics in all its shampoo and body wash products, as a major asset to the circular economy.

“To prevent plastic from ending up in the oceans or incinerators, O’right has built a technical circular system, to comprehensively reuse recycled materials, connect bottle factories and recycling facilities and cooperate to regenerate the PCR plastic bottle supply chain, with a carbon reduction of up to 80 per cent,” the brand shared. “Since 2017, we have successfully prevented five million plastic bottles and plastic pumps from flowing into the sea or incinerators. Closing the circularity loop through recycling and regenerating is the responsibility of enterprises.”

Bold packaging initiatives in this realm include removing electroplating from packaging and changing composite packaging materials to refill packs. This work has been recognised in global platforms such as the Sustainable Beauty Awards for seven consecutive years in France, the Japan Good Design Gold Award Best 100, the Reuters Responsible Business Award in 2023, the Bloomberg Green ESG 50 Best ESG Projects and more. The brand is looking to continue their impressive work in sustainability, philanthropy and education, where broad consumer awareness, advocacy and education remains a passion for the brand.

Steven’s environmental education projects include sponsoring the premiere of the documentary HOME by Luc Besson to the 2022 Melting Greenland project, which shines a necessary light on Greenland’s ice melting at seven times the historical rate, as well as providing a focus on the Republic of the Marshall Islands in the Pacific, a low-lying nation that faces an existential threat from rising sea levels, as supported by major foundations and institutions. This media highlights the urgency of climate change and the global responsibility for environmental stewardship, in a call to action for these natural disasters. The documentary was screened at the COP28 climate summit, as invited by the United Nations.

“O’right has never been just a hair and skin care company; we are a brand that is dedicated to giving people, society and the environment the best care they deserve,” the brand shared. “Steven believes that corporate success doesn’t always equate to societal success. As an Asian SME, O’right demonstrates that if they can make a difference, so can larger corporations, continuing to advocate for climate action and environmental education.”

For more information visit www.onature.com.au

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