THE WHAT? Oway has announced its official US launch. Claimed to be the first professional cosmetics brand to reach 99 percent plastic free packaging and formulated with biodynamic materials, the sustainable hair care line is hoping to be a hit with American salons.

THE DETAILS Following its US launch, the Italian agricosmetic brand is looking for salon partners to adopt its sustainable values, providing exclusive treatments and multisensory experiences as an official Oway salon.

THE WHY? Sharon Nykaza, General Manager of Oway United States, comments, “Glass can preserve and protect the integrity of the formulas’ botanical extracts, shielding them from UV rays and protecting them from bacteria. Committed to becoming completely plastic-free in the near future, we are so excited to officially launch in the United States, bringing pure and infinitely recyclable products and packaging to both salons and consumers.”