Business for Social Good
Nour describes the 2014 Dublin Summit as a “wake up call” in his career that motivated and inspired him to create change. Dame Ellen MacArthur’s session on the circular economy stuck with Nour, and he used this thinking to develop a brand new product line with sustainable production at its core.
The Biolage R.A.W line uses ingredients that are up to 100% of natural origin and upwards of 99% biodegradable. The packaging is 100% Post-Recycled Plastic, making the R.A.W Shampoo and Conditioner range L’Oréal’s first Cradle-to-Cradle certified sustainable product line, with the formula validated platinum, which means it is in line with the circular economy and green chemistry principles. The #LiveRaw campaign helped to educate professional stylists and customers about sustainable hair care practices that can minimise their environmental impact.