The new eco-friendly haircare range from Cheltenham-based SLG Brands has gone on sale in the final week of January 2021 in the UK and US.
Rhyme & Reason is described as ‘sustainable and sensational’ by SLG, with high-quality natural ingredients and 100 per cent recycled and recyclable packaging, as well as being vegan and dermatologist approved.
The range is designed to be as inclusive as possible, with a range of different shampoos and conditioners for different hair types and textures.
Developed at SLG’s in-house lab, based in Cheltenham’s Brewery Quarter, Rhyme & Reason promises effective product formulations as well as a sustainable supply chain that uses no new plastic – with SLG owner, Miles Dunkley and his wife Monica, aiming to make positive environmental changes within the beauty industry.
SLG has created what it describes as an ‘expert circle’, which includes marine biologist Andy Donnelly from the Galapagos Conservation Trust, to help inform its sustainability strategies – and is donating 1 per cent of all sales of Rhyme & Reason to the Galapagos Conservation Trust.
Joint managing director of SLG, Lucy Beresford, said: ‘The Rhyme & Reason brand has been a project of immense passion for the people at SLG Brands. Doing the right thing in the right way whilst looking to pioneer new ground is not easy. But as we see our brand land and launch across the world, the hard work has been totally worth it.’
Rhyme & Reason shampoo and conditioner is now available in Boots stores across the UK and Target in the USA.