KEVIN.MURPHY has outlined its sustainability strategy, branded 'The Choices We Make', emphasizing a philosophy-led approach over strict numerical targets for Earth Month 2026. The brand highlights its use of naturally derived, high-performance ingredients, its avoidance of SLS/SLES, and ongoing efforts to reduce sourcing impact.
Packaging innovation is central, with recyclable materials, a distinctive bottle design reducing plastic use and improving shipping, and participation in ocean waste plastic initiatives. CEO Laurent Misischi stated the company removes ocean plastic at a 1:1 ratio for its packaging and will continue to seek new methods to minimise environmental footprint.
Manufacturing processes are also addressed, with KEVIN.MURPHY utilising facilities powered by solar energy, practicing water recycling, and aiming for low or zero carbon footprints. This integration of sustainability extends to the salon environment, promoting water-saving tools like ECOHEADS and engaging professional networks.
The brand's commitment includes a partnership with Reforest’Action to plant 21,000 trees in the UK over three years. KEVIN.MURPHY's approach centres on incremental change and shared responsibility across the supply chain and salon practices.
