The New Era of ECO Styling
one self, one thousand styles.
Upcycle your eco-mindset and redefine your concept of clean haircare with Oway…
Upgrade both your styling wardrobe and your eco-footprint to the next level with Oway's re-imagined range of styling products - created with upcycled ingredients for the next generation of sustainable haircare.
Introducing FOUR NEW SOULS within the Styling & Finish universe, each boasting high performance formulations; combining technical excellence and enhanced treatment benefits. Each soul is unique, performing specific styling functions and levels of protection, nourishment and care for your needs.
We welcome these four beautiful, unique, and necessary elements to Oway's Styling & Finish range…
Oway has faithfully crafted each product in their re-imagined Styling & Finish range with a set of core values:
〰️ LESS IS MORE: through the creation of concentrated products, small quantities are enough to obtain your desired result.
〰️ NATURALNESS: formulas rich in active ingredients of natural origin to enhance the creation of authentic styles.
〰️ SENSORALITY: captivating textures that are pleasant to the touch, complemented by enveloping and intoxicating fragrances that elicit a sensory experience each use.
〰️ SIMPLICITY: products offering dynamic and intuitive application methods, targeted for simplicity of use in mind.
〰️ INFINITE STYLES: created with the endless possibilities to mix and match products, this lends wild freedom of stylistic expression.
Each has been created with the inclusion of an active ingredient that has been upcycled; to not only enhance the benefits for your hair, but to minimise harm and maximise benefit to our beloved planet.
UPCYCLING IS THE FUTURE
As a leader in the hair and beauty industry, but also forging the path for all industries to assume cleaner and kinder practices in all avenues; Oway embraces Upcycling as both the considerate transformation of purpose, and the way of the future.
Defined as "the beneficial re-use that reallocates and elevates waste", Oway adopts waste as a resource to be celebrated. An upgrade to recycling and the antidote to downcycling, Oway harnesses creative reinterpretation to form virtuous habits that vanquish waste and give new, unforeseen life to otherwise discarded, underutilised, and valuable materials.
No strangers to upcycling, Oway has implemented this throughout their journey; from creating packaging that is not only infinitely recyclable but also designed to be repurposed, composting onsite at their Bologna farm Orofficina, giving new life to disused and abandoned local buildings by sustainably redeveloping them to incorporate their need for growing infrastructure, converting otherwise wasted offcuts and ingredients from other products into useful ingredients and materials are among some of the examples of Oway's commitment to meaningful consumption.
THE ADVANTAGES OF UPCYCLING
The practice of upcycling is deeply connected to the notion of circular economy, or in other words the production of goods and services according to a concept of ethical responsibility toward the planet and to society; generating a positive impact on the environment, limiting the consumption of waste resources, as well as the production of waste. While there are innumerable benefits to this cause, here are some key factors:
Follow along each week as we continue to explore more of Oway’s new Styling & Finish range here on the journal and on our Instagram! Thank you for reading and we hope to continue to educate and inspire you on your eco-journey. xx
🖤 Words by Lauren Beattie