L’Oréal Achieves Cradle to
L’Oréal USA’s Biolage R.A. W. (Real - Authentic - Wholesome) Nourish
Shampoo and Conditioner have achieved Cradle to Cradle Certified
SILVER based on an evaluation of the products’ material health, material
reutilization, renewable energy and carbon management, water stewardship
and social fairness.
The announcement was made in a presentation by L’Oréal USA assistant vice president, Nour Tayara, at the Sustainable Brands conference in conjunction with the Cradle to Cradle Products Innovation
Institute and MBDC.
“Through L’Oréal’s commitment to innovation and sustainability, we have
been able to create a product line that truly combines our commitments to
high performance hair care and environmental stewardship,” says Jonathan
Maher, vice president of corporate social responsibility and sustainabil-
ity for New York City-based L’Oréal USA. “We are extremely proud of
this Cradle to Cradle certification because it exemplifies how our ‘Sharing
Beauty With All’ sustainability program encompasses every aspect of our
The Cradle to Cradle Certified Products Program is an independent,
third-party verified certification program that certifies products and
materials that are developed to respect human and environmental health,
designed for future use cycles, and utilize clean energy and water through-
out the supply chain.
“It is exciting to have L’Oréal supporting the momentum behind the
Cradle to Cradle movement,” says William McDonough, co-founder of
MBDC. “Today we are seeing fragrances, personal care products, fashion
and more consumer industries putting health for people and planet first by
pursuing Cradle to Cradle Certified materials. We encourage other com-
panies to follow L’Oréal’s lead in this journey toward a circular economy
defined by quality and beauty.”
L’Oréal’s comprehensive database of ingredients and their environ-
mental properties enabled the L’Oréal Research & Innovation teams to
develop Biolage R.A. W. with the highest levels of biodegradability (Nourish
Shampoo at 99-percent biodegradable) and a high concentration of natural-
origin ingredients. For R.A. W. Nourish Shampoo and Conditioner, the for-
mulators used naturally-derived ingredients in place of traditional ingre-
dients. The products’ packaging design is also an example of sustainable
innovation with bottles that are made of 100-percent post-recycled PET
plastic. R.A. W. Nourish Shampoo and Conditioner achieved PLATINUM
under the Cradle to Cradle Product Standard’s Material Health Assessment.
In addition to product design, the Cradle to Cradle Product Standard
also evaluated the environmental performance of the product’s manufacturing process. The full R.A. W. product line is produced in L’Oréal’s
haircare manufacturing plant in Florence, Ky., a facility that achieved 100
percent renewable electricity at the end of 2016 due to a combined purchase of locally sourced renewable energy certificates and the development
of the largest on-site commercial solar array in the state, to be completed
For more information, visit sharingbeautywithall.com.
BRUSHING WITH 5,460 BRISTLES
Switzerland-based CURAPROX launched its CS 5460
Sensitive Toothbrush — an efficient and gentle toothbrush
powered by ultra-soft bristles.
The CS 5460 Sensitive Toothbrush is both gentle on gums
and effective on plaque. The brush’s CUREN filaments are
stiffer than nylon and remain just as stable in the mouth as
when they are dry. As compared to conventional brushes,
which normally have between 500 and 1,500 bristles, the
CS 5460 has 5,460 filaments. The toothbrush also
boasts a compact head that is slightly angled for
hard-to-reach places in the mouth and an octago-
nal handle that helps the user hold the brush at
the correct angle.
CURAPROX CS 5460 is available in a variety of
colors and has a suggested retail price of $6.95.
For more information, visit curaprox.com