Dan Bethelmy-Rada is the man behind the new hair care line released by Matrix/Biolage. Known as R.A.W., this innovative new line is focused on formulating products that are not only friendly to the environment, but also effective.
Everything from R.A.W.’s bottle packaging to the sourcing of R.A.W.’s ingredients has been analyzed to ensure that the products are environmentally respectful. The entire line boasts products that are free of silicone, sulfates, and parabens. Most of the ingredients used are from plants and other things commonly found in nature, such as honey and seaweed. All packaging for the products is made from recycled plastic.
Challenges Along the Way
Throughout the creation of the line, Dan Bethelmy-Rada and his team had to overcome multiple obstacles. Using all-natural products without compromise is harder than it may seem. Time and money were unsurprisingly at the top of the list of challenges. Because of the high standards set for ensuring that the products remain environmentally friendly in every aspect, costs were higher than they would be for traditionally formulated products. Additionally, there were timing issues, due to the fragile nature of certain ingredients. In fact, the entire release was delayed due to an issue with acquiring the proper clay.
Encouraging Others to Live Green
No one likes to be lectured, particularly when it comes to environmental issues. Dan Bethelmy-Rada understands that this philosophy remains true for hair care professionals and consumers. Instead of lecturing professionals and consumers, Bethelmy-Rada and team decided to implement a series of courses for stylists and hair dressers. The courses focused on how to utilize environmentally conscious methods and ingredients in their day-to-day business. The brand also developed an Instagram account which features bloggers and other influencers displaying eco-friendly living tips and tricks.
So Far, So Good
The introductory online reviews that have been released for R.A.W. have been overwhelmingly positive. People who have used the products have raved about the difference the products have made in their hair care routines. The next step is to introduce the brand to the European market.
Find out more about Dan Bethelmy-Rada: http://www.flyfaction.com/about/