21 April 2024

KMS Consciousstyle Seaweed Beach Style Creme

The limited edition of KMS Consciousstyle Seaweed Beach Style Creme contains upcycled seaweed for sustainable style.

KMS introduces CONSCIOUSSTYLE Beach Style Creme. This breakthrough styling creme is the first-ever to contain upcycled seaweed. Moreover, it delivers weightless hydration, touchable hold and an airy texture for effortlessly tousled, beach-like looks.

Sustainable style

With this launch, KMS sets a new benchmark for sustainability in the haircare industry. KMS integrates upcycled seaweed in partnership with Carbonwave, a public benefit start-up committed to preserving the world’s oceans. Carbonwave collects washed up seaweed that accumulates on beaches around the world. Then they transform it into an eco-friendly ingredient, preventing its negative impact on the environment.

Photo: Kindel Media

In this way, KMS demonstrates that great style and environmental stewardship can go hand in hand. After all, upcycled Sargassum seaweed, a naturally derived texturizer, is the core of the CONSCIOUSSTYLE Beach Style Creme formula. This seaweed-based emulsifier smooths the formulation for a weightless and very easy to apply creme.

Photo: Andrea Piacquadio

Beachy waves and texture

Combining the power of nature with exceptional innovation, this versatile styling product creates the highly coveted windswept, beachy aesthetic. These natural-looking styles are everywhere – from the runway to the sidewalk. This unique blend of upcycled seaweed not only enriches hair, but also showcases the brand’s commitment to the environment.

Social responsibility

At KMS, we believe in the power of innovation and responsibility. The launch of CONSCIOUSSTYLE Beach Style Creme marks another stride forward as a brand that is committed to sustainability and the upcycling of natural resources,” said Dominic Pratt, President, Kao Salon Division.

The CONSCIOUSSTYLE Beach Style Creme has also earned the prestigious PETA approved certification. This certification verifies the product has passed rigorous standards. PETA ensures that no animal testing is conducted or commissioned for any ingredients, formulations or finished products on a global scale. The presence of the PETA logo on-pack signifies KMS‘s unwavering dedication to cruelty-free beauty. This makes it so much easier for conscious consumers to support ethical brands that align with their values.

Find the limited edition KMS CONSCIOUSSTYLE Beach Style Creme at authorized KMS salons or online starting April 2024. For more information about the collection and to find a salon near you, please visit www.kmshair.com.


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