Sustainability

Four Reasons is a Finnish beauty industry rebel that stands up for diversity.

Our goal is to help everyone to feel great by just being themselves and to break the narrow mould of beauty one better hair day at a time.

A LIFE CYCLE BUILT ON RESPONSIBLE CHOICES

A hair product or even a visit to the hair salon is not a necessity. We can make do without them. But the truth is that we don’t want to. Because for most of us, hair is a big deal. Hair is a part of our identity, it plays a part in our mood, it is a way to express yourself. It’s important for many of us that our hair reflects what we feel we are.

That is why we don’t use just any old hair products. We want to do our part in promoting responsible production and sustainable consumption. Our long-term development work aims at creating products with a life cycle built on responsible choices that are based on sustainable development.

Our sustainability goals

The UN Sustainable Development Program sets ambitious goals for solving the world’s greatest problems regarding the environment and inequality. Four Reasons is part of these efforts with every corner of its heart. Corporate social responsibility is an integral part of our business operations and our strategy. It’s daily choices and concrete actions for our shared future.

At Four Reasons, we have selected three themes from the UN Sustainable Development Goals that are relevant to our business operations and through which we can best impact matters that our stakeholders value.

In our sustainability work, we will focus especially on these themes:

Health and Well-being
Responsible consumption
Climate Actions

 


Environmental and Corporate Responsibility

#1

HEALTH AND WELL-BEING

The beauty industry is among the most significant reasons for pressure related to the way we look: it produces advertising and imagery that is cut out for increasing our uncertainty and dissatisfaction with ourselves. Almost every hair and beauty brand tells you that you are enough and you are beautiful but also uses images of only a certain type of person, the type that fits into the very narrow mold of beauty used in their advertising.

The goal of the Four Reasons community is to break this narrow mold of beauty that we are forcefully squeezed into time and time again and help everyone feel great by being who they are.

Professional hair stylists play a key role in enabling the good hair days of their customers. However, the work of the hair stylist is often both physically and mentally straining. As a partner of professional hair stylists, we feel it’s our responsibility to ensure that hair stylists aren’t worn down by their work.

Our goal is to have the healthiest customers in the hair salon sector. In our operations, this means that we make choices that promote the financial, physical and mental well-being and health of professional hair stylists.

#2

RESPONSIBLE CONSUMPTION AND PRODUCTION

Four Reasons products are made of vegan raw materials, and their packaging is as environmentally friendly as possible. The quality, safety and sustainability of our products is important for us. We engage in long-term work to ensure and develop the sustainability of our procurement chain, raw materials and packaging. Our goal is to enable sustainable choices for our customer, taking into account environmental aspects from the entire lifecycle of the product.

What we’ve done so far:
All Four Reasons products are 100 % vegan. Yes, not only our professional color lines and bleaching powders but also all of these product lines: : Four Reasons Original, Four Reasons Professional, Four Reasons No Nothing, Four Reasons Color Mask, Four Reasons Nature.

We do not test, and we do not have anyone else test Four Reasons products or their ingredients, on animals. In our products, we use raw materials from known European suppliers. According to EU legislation, testing these raw materials on animals has been banned since 2009.

By the end of 2020, 99% of our packaging were recyclable when empty and 35% of the plastic packaging of our retail products were either recycled or bioplastic. Cardboard boxes used in product shipments are also 85% recycled cardboard, the printed reclaimed paper used to fill the transportation boxes is 100% made of recycled materials and the packaging tape is recycled paper. Our shipments may not be the prettiest but it’s not our style to spoil the environment to please the eye – beauty doesn’t come in one shape and size, and this applies to packaging, too!

#3

CLIMATE ACTIONS

At Four Reasons, we participate in the global climate efforts and have a systematic journey planned towards carbon-neutral operations.

The shared climate goal of the entire Transmeri Group is to make its properties, transport and traffic carbon-neutral by 2035. The goal has been limited to include these three sections because decreasing the use of fossil fuels is the single most important way to stop climate change and in our operations, these areas are the best ways to affect the use of fossil fuels. Four Reasons aims to reach the goal faster than the speed of the Group, already by the end of 2029. Our primary action is always reducing the carbon dioxide emissions generated by our business operations but, if necessary, we will also compensate emissions caused by our operations or generate carbon offsets.