Dive Brief:
- Hair care brand Redken has launched a new DTC website, allowing customers to purchase products directly from the brand online for the first time.
- Previously available at local salons and on Amazon and Ulta, branded products are now also being offered directly to a wider audience. Professional stylists are also able to buy directly from the new website, as well as through SalonCentric, a distributor of salon professional products.
- Simultaneously, the brand announced milestones in sustainable packaging, responsible formulas and mindful manufacturing practices, such as all shampoos and conditioners being composed of at least 94% recycled plastic. Caps are still made using virgin plastic but the brand is “actively engaged in using recycled plastic when available,” per the company.
Dive Insight:
As more consumers seek out better-for-you and environmentally friendly products, sustainability has become a top priority for many brands across the retail landscape.
In business since 1960 and now owned by L’Oréal, Redken’s efforts are aimed at furthering its parent company’s sustainability initiatives, which were announced in 2020. Most of L’Oréal’s ambitious goals are targeted for 2025 and 2030.
As part of Redken’s own sustainability goals and milestones, since 2020, over 100 of its products have been Cradle to Cradle Certified Silver by The Cradle to Cradle Products Innovation Institute. The non-profit organization uses a framework to assess the safety, circularity and responsibility of materials and products.
Over 70% of Redken shampoos sold globally are at least 90% biodegradable. Its color formula offerings are vegan with no animal derived ingredients. Additionally, three-fourths of Redken’s hair care products are produced in factories powered by 100% renewable energy. The brand currently produces its various shampoos, conditioners, treatments and masks in the U.S., Canada, Spain and Brazil.
Redken’s expansion of its DTC channel comes as more established brands seek to increase their direct-to-consumer sales through an omnichannel approach. Nike, Under Armour and Adidas have all leaned into the channel, as have traditionally wholesale brands like Wilson.
And just this year, Radio Flyer and Melissa & Doug, announced plans to open the first stores of their own.
Editor's note: This piece has been updated to include additional details about how Redken sells to professional stylists.
