Philosophy


WE ARE PARADOXX is a beauty brand with environmental and social responsibility at its core. We are committed to limiting our impact on the environment, as well as taking responsibility for the education of consumers and other beauty brands on how they can reduce their environmental impact. WE ARE PARADOXX is clean . conscious . beauty.


Yolanda Cooper believed firmly that in developing a beauty line, she didn’t want to contribute to the ‘planetary crisis’ that is plastic pollution. Yolanda has become somewhat of an ‘accidental activist’ since the launch of WE ARE PARADOXX, focusing time and effort engaging, educating and inspiring consumers and beauty brands to make the switch from plastic to more sustainable, environmentally-friendly alternatives.


We are committed to using natural and organic ingredients in our formulations where possible. Our products are currently between 88% and 97% natural and free from parabens, PEGs, sulphates and mineral oil. We will continue to push for a higher organic content in our formulations. We created our haircare collection with full ingredient transparency in mind and no synthetic fragrances/perfumes to reduce allergic/irritant reactions. We also produced our collection with a strict no-toxins policy for this reason.

Our manufacturing partners adopt an environmental approach to production, using low energy lighting and installing calibrated water meters to ensure only as much water as is necessary is used. They are COSMOS-certified and support us in using natural and organic ingredients, producing responsibly, respecting and protecting our environment and using processing and manufacturing practices that are in line with this ethos. Our formulas are biodegradable. Green Chemistry principles are ones that we made sure to follow from the outset of launching our business. Our products are high performing but all as natural and organic as we can possibly make them; and all at least 88% natural. They are designed with reducing water usage where possible. We have kept this in mind throughout the production of our formulas and the packaging we use.


Our entire haircare collection is 90% plastic-free and we are working towards removing the labels from our products to reduce our plastic usage further. We use aluminium packaging at an additional cost to ourselves to help fight the war against plastic waste and specifically to reduce the amount of plastic reaching landfill and our oceans. It is much more eco-friendly. It can be infinitely recycled without losing its form and grading (unlike plastic), and it lends itself to being reused as it doesn't degrade over time. Shampoo and conditioner eco-refills will be available from mid-2020 to further reduce our environmental impact and we are committed to never using aerosols in our product offering. Choosing aluminium over plastic is a more expensive option but we believe it was the only option as recycling plastic or using recycled plastic just isn't enough to protect our environment. Our company is a member of 1% For The Planet which donates 1% of our annual revenue to environmental causes to help counterbalance our impact on the environment.

Our products contribute to the circular economy philosophy of designing out waste and pollution and keeping materials in use, as aluminium packaging as it can be infinitely recycled without degradation. This makes it far superior to plastic as a component for beauty products. Additionally, if it does end up in landfill or the ocean, it won't release toxins into the environment as it breaks down, unlike plastic.

We specifically contribute to UN Sustainable Development Goals 13 (Climate Change) and 14 (Life Below Water). Single-use plastics are a serious climate change hazard and by producing a haircare collection in aluminium packaging; we are not only reducing the amount of single-use packaging in the environment, but also proving that this is a viable option for all beauty brands. We use our platform to educate and encourage other brands to move away from plastic and towards aluminium packaging, rather than just focusing on recycled plastic, which doesn’t solve the problem plastic is creating for the environment. Similarly, our move away from traditional plastic packaging is contributing to reducing the amount of pollution finding its way into our oceans and harming sea life.


WE ARE PARADOXX is PETA and Leaping Bunny approved vegan and cruelty-free. We never use animal by-products in our formulations and we have never and will never test our products on animals. We only source from suppliers who do not test on animals. So the raw ingredients in all of our formulations will always be vegan and cruelty-free.

WE ARE PARADOXX believes that all beauty products should be cruelty free. We are proud to be Leaping Bunny approved. Leaping Bunny requires cruelty free standards over and above legal requirements. All of our hair care products are approved under the Cruelty Free International Leaping Bunny programme, the internationally recognisable gold standard for cruelty free products. We adhere to a fixed cut-off date policy and proactively monitor our suppliers to ensure that our products continue to adhere to the Leaping Bunny criteria. Our supplier monitoring system is also independently audited. For more information about Cruelty Free international, Leaping Bunny and Leaping Bunny Criteria, please visit crueltyfreeinternational.org.


We established Plastic Free Beauty Day on June 17th, 2019 to further highlight to consumers how they can reduce their use of plastic, encourage others in the beauty industry to review their use of plastic, and highlight to the press the impact of plastic created and distributed by the beauty industry as a whole. We are a member of 1% For the Planet, through which we donate 1% of our annual revenue to environmental causes. We also support Beauty Banks with donations of at least 1 personal care product per day to people in need. Our team receives an additional week of annual leave each year to volunteer with causes of their choice.


We source sustainably, and locally where possible. We have certifications from our suppliers to confirm that they comply with the Ethical Trading Initiative Base Code by employing and sourcing ethically. We work closely with our product manufacturers to ensure their core principles align with ours, in terms of employment, treatment of employees, partners and sourcing. The factory we produce our haircare in is SEDEX and COSMOS approved.

We are committed to ensuring that there is no modern slavery or human trafficking in our supply chains or in any part of our business. We have zero tolerance to slavery and human trafficking and encourage the reporting of concerns by our employees to their line managers or heads of department. We are committed to acting ethically and with integrity in all our business relationships and to implementing and enforcing effective systems and controls to ensure slavery and human trafficking is not taking place anywhere in our supply chains. In addition to the Modern Slavery Act (2015), we adhere to the International Labour Organisation Conventions and expect the same of our manufacturers and suppliers.


Ultimately, we strive to produce high quality products that will satisfy our customers, maintain employment for our team, enable our manufacturers and suppliers to make a living, reduce our impact on the environment and encourage others to follow our lead in becoming environmentally and socially responsible.