Sustainability is not a fad or marketing strategy. It’s a priority for these ethical beauty brands.
From the selection of ingredients to manufacturing methods, choice of packaging to mode of transportation, these beauty brands pursue sustainable and ethical practices wherever they can. This includes formulating products with nature-derived active ingredients that deliver superior results.
Their goal is to promote business practices that reduce their impact on the environment, ensuring the long-term health of the planet – and our hair.
Here’s our selection of the 10 best ethical and sustainable beauty brands available in South Africa. They’re imported but available online at Hairhouse Warehouse. Read our FAQs on ethical and sustainable beauty.
OSMO
OSMO is popular in salons in 67 countries – and it’s obvious why. The UK brand offers an expansive, popular and reasonably priced range of more than 80 high-performance colour, care and styling products that are formulated to be powerful yet gentle to people and the planet.
The brand is dedicated to sustainable practices, is cruelty-free and most of its products are vegan. The Colour Save, Silverising, Super Silver and Super Cool products are all sulphate-free.
We love: OSMO Deep Moisture Intensive Deep Repair Mask (R116.29 – R454.62) for intensely reparative nourishment, and OSMO Super Silver No Yellow Shampoo (R21.16 – R783.98) for banishing unwanted brassy tones.
Client reviews:
“The best hair mask I have ever used.” – Mariia
“Best product to keep your hair a gorgeous colour!” – Caitlin J
Malibu C
California-based Malibu C is committed to researching, developing and manufacturing earth-friendly wellness products. Its haircare solutions use mainly plant-derived ingredients, are 100% vegan, cruelty-free and formulated without gluten, parabens, sulphates, preservatives and fragrances.
The brand’s new EcoBlu bottles are a major part of its sustainability mission. Each bottle (not caps or labels) is made from 49% recycled ocean-bound plastic and 49% post-consumer recycled plastic.
We love: Malibu C Un-Do-Goo Shampoo (R38.00 – R377.33), a clarifying shampoo that gently removes styling product resins, and Malibu C Miracle Repair Sachet for instant repair of distressed, damaged hair.
Client review:
“Makes my hair soft and feels well-nourished not like other clarifying shampoos. Also feels well cleansed. Not harsh at all. A little goes a long way too.” – Arlene K
Maskology/Serumology
Sustainability is at the heart of this range of expertly formulated skin-rejuvenating sheet masks, anti-ageing serums and nourishing body care.
Nature powers each product, using 100% plant origin ingredients from ethical, sustainable suppliers. Hyaluronic acid is derived from soybean, retinol from sea kelp and squalane from olives. This creates gentle, effective formulas that have maximum impact on the skin with minimal impact on the planet.
All bottles are made from recyclable glass. Recyclable cardboard boxes are printed with vegetable ink. The sheet masks are plastic free and degrade in 75 days. All formulations are cruelty-free.
We love: Maskology Professional Facial Sheet Mask – Hydrating Hyaluronic Acid (R128) for an instant hit of hydration, and Serumology Professional Facial Serum – Blemish Control Niacinamide (R248) to control blemishes and breakouts.
Client review:
“This mask leaves your skin super hydrated and glowy, perfect for the cold weather.” – Ahbishhh
ColorpHlex
Such is the commitment of ColorpHlex to being an ethical and sustainable beauty brand, it plants a tree for every can sold of its Reconstructive Aerosol Hairspray to offset the CO2 associated with hairsprays.
All of its haircare range are made with ingredients found in nature, they’re 100% vegan and cruelty-free, and come in recyclable packaging. They’re also completely free of parabens, sulphates, artificial dyes, alcohols and propylene glycol.
We love: ColorpHlex Strengthening Shampoo (R52.75) for repairing colour-treated hair, and ColorpHlex Reconstructive Aerosol Hairspray (R350.30) for genuinely moveable hold.
Client reviews:
“Amazing for dry coloured hair. Makes it soft and shiny.” – Kristie M
“Holds extremely well without damaging hair.” – Surita C
Agadir Argan Oil
US company Agadir International sources its certified argan oil – the hero ingredient in its haircare range – from women’s co-operatives in Morocco. The oil is then blended in the New Jersey factory where it is bottled, labelled and shipped.
Moroccan argan oil is very light, smooth and non-greasy, and is known for its ability to repair, soften, strengthen and revitalise brittle, frizzy and overworked hair without weighing it down. The formulations are cruelty-free, and free of parabens, sulphates and salt.
We love: Agadir Argan Oil Moisture Masque with Keratin Protein (R616.60) for intense moisture, and Agadir Argan Oil Curl Crème (R552.79) for rejuvenated, defined and volumised curls.
Client review:
“Awesome for natural curly hair that goes frizzy or loses curl. It enhances curl and does exactly what it says.” – Miss M
NVNT
The simple packaging design of this relatively new brand (pronounced Invent) says everything about the company’s philosophy – unfiltered, eco-friendly, simplified haircare.
NVNT offers high-performing products that offer maximum technology with minimal environmental impact. About 96% of its products are naturally derived, and they’re all vegan, cruelty-free, SLS & SLES-free, and paraben-free. The products are organic, sustainable and respectful of the planet.
We love: NVNT Anti Humidity Spray (R425.67) to shield hair from heat and moisture, and NVNT Colour Protect Conditioner (R503.06 – R812.62) for soft, silky, shiny hair.
Client review:
“The Anti Humidity Spray works wonders especially this time of year when being so damp outside. The size of the bottles are great, feels like you get a lot of product out of it.” – Rushmeeta
EMERA
This brand was created by Earthly Body, an eco-friendly, animal-friendly company that creates its haircare range in an energy-efficient, solar-powered factory. It was the first salon brand to use CBD derived from industrial hemp, a sustainable, non-GMO crop that thrives on less water than most and without the use of pesticides, herbicides and fungicides.
EMERA products also use naturally-derived, biodegradable botanical extracts to deliver exceptional performance without harming the environment. All products are 100% vegan, cruelty-free and Leaping Bunny Certified, and they’re free of sulphates, parabens and phthalates. All packaging is recyclable.
We love: EMERA BLUE Curl Cream (R291) for defined curls and flexible hold, and EMERA BLUE Conditioner (R305) for deep nourishment and hydration.
Client reviews:
“A great scent and full of good things – great for encouraging curls and recovering hair condition after years of heat styling.” – Margie
“I’m loving this conditioner. It’s very hydrating for my dry, curly hair. And I particularly love the subtle fragrance – it’s not overpowering like many conditioners on the market.” – Anonymous
LOMA
Few beauty brands take their commitment to renewable, sustainable beauty as seriously as this US company, which sources, manufactures and fills all of its haircare products.
LOMA uses only researched, eco-friendly, organic ingredients that are 100% vegan, non-toxic and free from cruelty. Its products are free of parabens, sodium chloride, gluten, soy, sulphates, phthalates, pesticides, formaldehyde, hormones, and synthetic fragrances and colours.
We love: LOMA Moisturizing Shampoo (R147.70 – R348.15) for its zingy tangerine, mango and orange fragrance and hydrating cleanse, and LOMA Smoothing Crème (R367.15) for sleek and shiny locks.
Client reviews:
“Smells lovely , and lathers up like a dream. Leaves my hair feeling healthy and clean. Been using this brand for many years now and I haven’t found anything I like more than this shampoo.” – Lauren O
FFØR
FFØR stands for free from, original and real, so it’s hardly surprising that the mission behind this 100% vegan, cruelty-free UK company is to provide beautiful hair with a “clean conscience”.
Nothing harsh, harmful, wasteful or unkind is used in the formulation or manufacturing of its products. All bottles, jars and labels are fully recyclable, and 88% of the ingredients are naturally derived.
We love: Re:Vamp for Volume Shampoo (R155.32 – R294.54) for delivering volume and bounce, and Blow:By Blow Styling Crème (R373.31) for soft and silky definition.
Client review:
“Makes my hair feel great and have so much more volume that I never thought I could have from a shampoo.” – Jade M
Be Care Love
This US brand’s philosophy is all in the name – Be, Care, Love. It is committed to using only the best natural ingredients, hand-selected fruits and botanicals, that are sustainably sourced and certifiably organic in both its SPA and haircare ranges.
They’re chosen for their benefits and effects on the mind, body and soul, while taking care of the environment. All formulations are free from sulphates, parabens, GMOs, phthalates and harsh preservatives.
BCL Spa 4 Step Single Use Home Spa Boxes (R133.50 – R295) for an at-home pampering experience, and Be Care Love SuperFoods Anti-Frizz Conditioner (R229.50) to smooth and tame frizzy locks.