Clean. Pure. Luxury.
These are not usually words we associated with clean beauty growing up. At most, we might have seen a beauty section in the health food stores-but we would be limited to granola-crunchy packaging, a few soaps, a shampoo or two, and not much else. They may have been marketed to our mothers as “all-natural”, but were they? Often these earlier iterations of clean products used ingredients that we would not even clear under cosmetic/beauty use today.
Over the past decade as people have become more aware of best clean practices, brands like Goop and VoCê
have tapped into the organic crunchy lifestyle but made it luxury. People may care about ingredients, sustainability, and toxicity but they also want the experience of luxe products that perform well. Beauty products now join food as wellness-the days of not reading labels are over. Dangerous ingredients that can cause issues such as endocrine system disruption and cancer have been removed, while nourishing ingredients that nurture hair and skin have been added. At the same time, women are making it clear that they expect the same or better performance from their clean beauty products as mainstream. Consumers want to know why a shampoo without surfactants doesn’t foam the same-and question why a physical sunscreen is better than a chemical one. Do they really make a huge difference, or is it marketing? These are valid questions, and people genuinely want to make sure that their beauty products are as quality as their food.
The Leaping Bunny maintains the strictest standard of no testing on animals. Their Supplier Monitoring System ensures that companies can show proof that their suppliers comply with their Cruelty-Free Standards. VoCê
is proud to be Leaping Bunny certified.
In the US, Clean beauty is largely unregulated, so it is up to buyers to research on their own and make decisions.
Knowledge is power-we now have apps like The Good Face Beauty Project
that can help us research brands, and savvy clients now understand that not all brands are the “clean” that they claim to be. However, as demand grows, retailers like Sephora and brands like VoCê Haircare
have internal standards designed to streamline an overwhelming choice for customers. These programs designed by brands and retailers lead the charge in developing consciousness of how we take care of our skin, hair, and our bodies. For example, studies show that women ingest 30 pounds of lipstick over their lifetime. It makes sense that women would avoid certain toxic dyes. It also makes sense that customers would then start to question other ingredients.
Sales associates and salon professionals are now being specially educated in the clean beauty concept by VoCê Haircare
, making it easier for customers to wade through reams of regulations and data. This has led to formerly non-clean brands starting to realize that they need to reformulate to keep up with demand. For example, Peace Out, the acne patch brand, reformulated their award-winning hydrocolloid patch to be clean, replacing the original base of mineral oil, the refining of which didn’t follow sustainable manufacturing guidelines. It also led to the realization of the brand that there were real legs to a trend that was originally passed off as fleeting.
Smaller Indie brands like the vegan brand The Ordinary, and the sustainable skincare brand iNNbeauty Project compete for shelf space now among the old guard-like Redken and L’Oreal, and the highly popular BrioGeo is one of the best sellers in hair care overall, even beating out mainstream products. Emerging brands like VoCê
also have a following with customers in love with clean performance. VoCê
was originally created in California for a select clientele by Kaz Amor, a colorist and former partner at Warren-Tricomi salon in Los Angeles. Kaz became interested in clean ingredients after becoming aware of the havoc ingredients could wreak on color-treated hair. He used the changing landscape to start exploring new ways to create shampoos, conditioners, and finishing products that he felt were healthy enough for his client and his children to use confidently, products that are better for you and better for the planet.
This led to the creation of VoCê
as a clean brand, and the latest innovative vegan, sustainable product Glo a shimmering oil mist, which uses a derivative of Olive Fruit Oil to create shine, instead of ingredients like silicone or dimethicone. Ultimately, what we are seeing in real-time is that brands like VoCê
prove that you can have competitive products that are kind to people, the planet, and animals. This isn’t a trend anymore. It’s a lifestyle choice.
We are free of:
“We wanted to create a brand to help fuel change in what we use on our guest, a brand that is clean, conscious, and vegan a brand that follows the European Ingredient Standards and now you can find our products in progressive salons worldwide that follow Clean Beauty Standards, a brand that’s Better for you Better for the Planet”
Founder of VoCê Haircare