KMS Beach Style Creme is PETA approved and uses upcycled seaweed as an emulsifier to deliver a beachy look for any hair type.
Photo: KMS
KMS introduced it’s newest product, CONSCIOUSSTYLE Beach Style Creme. This styling creme is formulated with upcycled seaweed, delivering hydration, touchable hold, and an airy texture for tousled, beach-like looks.
As a part of the company’s sustainability efforts, KMS partnered with Carbonwave, a public benefit start-up committed to preserving the world’s oceans, to provide upcycled Sargassum seaweed, a naturally derived texturizer, in the CONSCIOUSSTYLE Beach Style Creme formula. This seaweed-based emulsifier smoothes the formulation for a weightless, easy to apply crème that creates a windswept, beachy aesthetic.
Carbonwave collects washed up seaweed that accumulates on beaches around the world and transforms it into an eco-friendly ingredient, preventing its negative impact on the environment.
"At KMS, we believe in the power of innovation and responsibility. The launch of CONSCIOUSSTYLE Beach Style Creme marks another stride forward as a brand that is committed to sustainability and the upcycling of natural resources."
—Dominic Pratt, President, Kao Salon Division
The limited edition KMS CONSCIOUSSTYLE Beach Style Creme will be available at authorized KMS salons as well as online retailers starting April 2024.
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