Aquage Haircare Announces New Brand Direction, Sustainable Packaging

Photo: Aquage

Beauty Quest Group-owned hair brand Aquage announced in a statement a rebrand with new sustainable packaging, with increased focus on benefiting the ocean.

Since its launch in 1998, the company has produced haircare products powered by ingredients sustainably sourced from the ocean, inspired by the restorative and nutrient rich properties of the sea, all which nurture, strengthen and protect strands. This rebrand marks the beginning of a new chapter: recognized for its sea empowered formulas, Aquage has reinstated its mission to protect the ocean alongside a new image and eco-friendly redesign.

These redesigned products continue to leverage the brand’s AlgaePlex formula, a blend of eight marine botanicals derived from the depths of the sea. With essential ingredients found in algae, seaweeds, kelp, and other extracts, the AlgaePlex formula helps hair thrive and heal from damage done during the styling process. 

Furthermore, Aquage will continue its partnership with PlasticBank, a social impact organization devoted to stopping plastic from entering the ocean. The new packaging is made from ocean bound material (repurposed and recycled ocean plastic), and in a continued effort to reduce its footprint, every Aquage purchase contributes to the brand’s annual commitment of preventing 50 tons/2.5 million plastic bottles from entering the ocean. By 2023, the brand’s packaging will be in 100% recycled.

Additionally, the brand will be launching a new Dry Shampoo, great for saving water, and a new Blonde Care collection.

“Aquage’s rebrand is a way for us to get back to the brand’s core of high-performance products fit for the professional. A key part of the performance is AlgaePlex, a resource we need to preserve and protect. This mission is one of our driving focuses and a key part of our product’s formulas, so reducing our oceanic footprint was a seamless next step as we continue on this path towards sustainability. We are happy to continue this conservation journey alongside our partners at PlasticBank, while still delivering premium formulas the brand is known for.”

— Mary Burns, chief marketing officer Aquage

As Aquage continues to focus on supporting the professional community the company launched a stylist-focused platform, The Backroom, in April 2022, which features educational content, classes, resources, techniques, and product usage demonstrations. Brand ambassador and celebrity stylist, Laura Polko, is one of many professionals whose expertise and insights will be available on the site.

Aquage’s sustainable new packaging is launching in November 2022 and available to the professional as well as on,, and It will also be available via Cosmoprof and Ulta in January 2023.

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