Guided by a philosophy-led approach.
Published:In this article we’re taking a look at the sustainable changes that KEVIN.MURPHY is making to its company.
At the heart of KEVIN.MURPHY’s environmental positioning is a philosophy-led approach rather than hard metrics. Its sustainability platform, “The Choices We Make,” frames the brand’s commitment as an ongoing responsibility to reduce impact across ingredients, packaging and salon practices.
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In this article we’re taking a look at the sustainable changes that KEVIN.MURPHY is making to its company.
At the heart of KEVIN.MURPHY’s environmental positioning is a philosophy-led approach rather than hard metrics. Its sustainability platform, “The Choices We Make,” frames the brand’s commitment as an ongoing responsibility to reduce impact across ingredients, packaging and salon practices.
Ingredients: Cleaner, Consciously Sourced Formulations
The brand places strong emphasis on ingredient integrity, positioning its formulas as both high-performance and environmentally mindful.
The messaging leans heavily into balance (taking from nature while maintaining it), drawing inspiration from cultures that live in harmony with natural resources.
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Packaging: Design-Led Sustainability
Packaging is a key pillar of KEVIN.MURPHY’s environmental strategy, with a mix of innovation and efficiency:
“We have removed and will continue to remove plastics from the oceans and waterways at a 1:1 ratio for our packaging. But we won’t stop there, we will continue to explore new methods, new partners and listen to new ideas to make sure our packaging leaves the smallest footprint possible for the next generation,”
– Laurent Misischi, KEVIN.MURPHY Chief Executive Officer.
Manufacturing and Operations
KEVIN.MURPHY highlights efforts to reduce its operational footprint, including:
It’s a broader attempt to embed sustainability into production, not just product claims.
Salon and Industry Impact
Importantly for the professional sector, the brand extends its sustainability narrative into the salon environment:
This positions sustainability as a shared responsibility between brand and stylist.
Social and Environmental Commitment
The brand also frames sustainability through a give-back model, emphasising:
“In partnership with Reforest’Action, KEVIN.MURPHY has committed to planting 21,000 trees in forests around the United Kingdom over the next three years,”
– KEVIN.MURPHY.
KEVIN.MURPHY’s sustainability story is less about numerical targets and more philosophy, design and incremental change.
From ingredient sourcing to packaging efficiency and salon partnerships, the brand presents a holistic approach, rooted in the idea that better choices at every stage can collectively reduce environmental impact. A perfect fit for this Earth Month’s theme.
For more info about KEVIN.MURPHY’s sustainability goals, visit www.kevinmurphy.com.
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