Guhl: Low-Impact Formulas and Sustainable Packaging

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As part of Guhl’s commitment to combining premium quality with modern, sustainable innovation, the brand has recently refreshed its product range—updating existing favourites and introducing new offerings. The Europe Research Laboratories’ Care & Styling team worked intensively to deliver high-performing hair care while also reducing the ecological impact of formulations and making packaging more sustainable, supporting Kao’s ongoing efforts to help consumers make responsible choices.

The updated formulas remain up to 99% biodegradable¹ with an increased share of natural-origin components. A key milestone was the full replacement of synthetic care polymers with alternatives of natural origin to address a high consumer demand for more natural ingredients. One of the main challenges was to implement this for shampoos with a clear formulation—while the products with a creamy texture had already been updated, reformulating clear products including styling sprays without compromising on the high quality and performance of the range required extra research effort and time. The team managed this by conducting extensive research into alternative ingredients and testing product performance on hair together with the R&D stylist in the salon, which led to all products now containing natural-origin polymers. All Guhl products are now also formulated without silicones², directly reflecting the needs and expectations of today’s consumers.

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Guhl’s redesigned sustainable shampoo packaging

Next to the formulation, the team also updated the packaging in line with the brand’s commitment to zero waste and plastic reduction. While retaining the iconic A-shape of the Guhl shampoos, the brand transitioned to modern white caps for a refreshed, premium look.

Since 2022, Guhl bottle bodies have been made from 99% recycled material, but the brand had not yet achieved full recyclability of their shampoo packaging. The challenge: the white-silkscreen-printed labels were too heavy to be thoroughly separated from PET during the recycling  process. After a lot of analysis, rigorous testing and collaboration with relevant recycling partners, the Packaging Team at the Europe Research Laboratories developed a solution equipping the bottles with white label film with wash-off adhesive for thorough separation during the washing process. The PET will now sink, and the label material will swim on the surface to ensure full recyclability.

All new formulations continue to be vegan, containing no ingredients of animal origin. In addition, Guhl’s PETA certification is being extended to the PETA Approved Vegan certification.
 
Thanks to the teams’ persistence, open mindedness and innovative approach, the Guhl range is now fully ready for the brand’s next chapter—while staying true to its core values, including high product efficacy, a great sensorial experience and visible hair results.

Footnotes:

1. According to OECD regulations & including water
2. Color Forming Mousse excluded

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