Online Exclusives

Head Organics Puts Sustainability First

By Marshall Pearson, Assistant Editor | September 2, 2009

Hair care line is all-natural, organic and vegan-friendly.

Head Organics stays true to its roots. As a company founded at the tail end of the hippie era, the hair care marketer has managed to stay successful for 40 years by fostering sustainability and quality throughout its salon hair care line.

The company, based in Carson, CA, produces a full line of all-natural, organic and vegan-friendly hair products, all of which are developed at its in-house laboratory by a team of 15 research chemists. Head Organics’ wide range of products includes a shampoo, conditioner, hair spray, styling wax and shine/anti-frizz serum priced between $13.50 and $16.50. All of Head Organics' products do not contain sulfates, 1,4 dioxanes and other carcinogens, paraben-based preservatives and alcohol-based chemicals. The decision to leave these ingredients out is not only a company philosophy; it represents a commitment to the health of consumers and stylists, according to company president and chief sustainability officer Tommy Dionisio.

Sustainable and attainable. Head Organics are made with natural ingredients and priced far below other salon brands.
“Consumers are finally realizing that they want something healthy and natural,” he said. “Stylists went away from that for a long time and they didn’t care what they put on hair, but now people are starting to realize that it matters.”

Head Organics’ sustainability mantra extends far beyond product formulas. Bottles are either recyclable or made using recycled material, labels are printed with non-GMO (genetically modified organism) soy ink and all formulas are biodegradable. Further, manufacturing is offset with wind power, and the company officials note that they pay six cents more per bottle to have all them produced and shipped from a factory within 10 minutes of the laboratory in order to reduce the company’s carbon footprint.

Mr. Dionisio told that the company’s embrace of sustainable practices embodies an overarching ideal that is much more than an industry trend.

“Sustainability is no longer a fickle personal decision but a conscious lifestyle decision. The concept is a deep and wide one that we have to pay attention to,” he insisted.

While there may be many organic hair care products available to consumers, most do not provide the salon-quality performance that both consumers and stylists demand, according to Mr. Dionisio. By formulating their natural ingredients to maximize effectiveness, Head Organics is able to create a quality line that has propelled the company through its 40 years of existence. According to Mr. Dionisio, this quality has driven the use of Head Organics by hair care professionals, who are often introduced to the products by customers before choosing to stock the products in their salons. The company’s sales have increased during the past few years largely due to word of mouth publicity, and he attributes this success to the products’ balance of effectiveness and healthiness.

Tommy Dionisio, president and chief sustainability officer.
“Consumers want quality but have been disappointed. Most ‘green’ products suck in terms of performance,” Mr. Dionisio said bluntly. “We have married the type of permanence a salon wants with a product that doesn’t have parabens.”

In addition to providing environmentally sustainable products, Head Organics emphasizes economic sustainability by pricing products accordingly. According to Mr. Dionisio, many competing salon brands offer a 250ml bottle for$45—a price point insults the intelligence of consumers by getting them to pay more for a product that is likely “over-priced, over-packaged and over-publicized.”

By not forcing customers to pay an excessive amount, Head Organics is encouraging the consumer’s financial sustainability. Mr. Dionisio hopes that this will give consumers a great value and ensure the company’s continued success.

“Being conservative, sustainable and intelligent with money is good, and brands that don’t insult the pocketbook seem to be working,” he said. “We are giving customers twice as much as our competitors at a livable price.”

The Head Organics team is not content to rest on its laurels. A fine fragrance that embodies the company’s commitment to sustainability and quality will debut in March.

More info:

blog comments powered by Disqus
  • Innovation On Display

    Melissa Meisel, Associate Editor||February 3, 2016
    P&G Beauty Digital Studio showcases new products for 2016

  • Crowning Glory

    Crowning Glory

    Christine Esposito , Associate Editor||February 3, 2016
    Celebrity stylists and experts from leading hair care brands talk about the ingredients and formats driving the styling sector.

  • Electric Slide

    Electric Slide

    Melissa Meisel, Associate Editor||February 3, 2016
    Skin care devices bring anti-aging to the next level

  • Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Tom Branna, Editorial Director||February 9, 2016
    Nova Scotia Fisherman makes a boatload of products that contain sea kelp and a raft of natural ingredients.

  • What

    What's on Tap for 2016?

    Nancy Jeffries, Contributing Editor||February 8, 2016
    CEW and NPD present their beauty industry review and preview.

  • Witch

    Witch's Brew: Dickinson's celebrates milestone in 2016

    Christine Esposito, Associate Editor||February 1, 2016
    Dickinson’s celebrates 150 years of witch hazel skin care with the biggest line expansion in the company’s history.

  • From Research to Retail

    Tom Branna, Editorial Director||February 1, 2016
    What began as research on skin disorders led a dermatologist and his father to create their own skin care formulas.

  • Between The Sheets: A look at the dryer sheet category

    Between The Sheets: A look at the dryer sheet category

    Christine Esposito, Associate Editor||January 25, 2016
    How has the fabric softener sheet category fared of late?

  • Raising the Bar

    Raising the Bar

    Melissa Meisel, Associate Editor||January 25, 2016
    CeraVe Healing Ointment is billed as a next-level skin salve.

  • Morning Jolt…Before Coffee

    Morning Jolt…Before Coffee

    Christine Esposito, Associate Editor||January 18, 2016
    New caffeine-infused toothpaste launches on Indiegogo.

  • Anything but Botched!

    Anything but Botched!

    Tom Branna, Editorial Director||January 18, 2016
    The creator of a new skin care line finds an audience even before they get to try the formulas.

  • A Frosch Start in the US

    A Frosch Start in the US

    Christine Esposito, Associate Editor||January 18, 2016
    A trusted eco-savvy German household cleaning brand is now available in America.

  • 5 Things I Learned

    5 Things I Learned

    January 15, 2016
    The Avon & Women’s Dermatologic Society Mentorship Program. Dr. Sabrina Fabi (left) and Dr. Kimberly Jerdan.

  • Perfect Timing

    Perfect Timing

    Tom Branna, Editorial Director||January 11, 2016
    New ways of collecting data can help cosmetics companies understand what women really want—and when they want it.

  • When a Cosmetic Becomes a Drug

    When a Cosmetic Becomes a Drug

    Jacqueline Sheridan, Dinsmore & Shohl LLP||January 11, 2016
    The unintentional conversion of personal care products through marketing.

  • Lauren B Good

    Lauren B Good

    Melissa Meisel, Associate Editor||January 4, 2016
    Luxe nail polish line attracts cult following and lands in Whole Foods stores.

  • Miami Clean Machine

    Miami Clean Machine

    Christine Esposito, Associate Editor||December 28, 2015
    EMG Cleaning Systems is expanding its presence in I&I cleaning.

  • Unshrinkit Is Undeterred

    Unshrinkit Is Undeterred

    Christine Esposito, Associate Editor||December 21, 2015
    The biggest night in this startup’s history didn’t go as smoothly as planned, but the company’s co-founder is confident about the future of her specialty laundry product.

  • Hand It To Them!

    Hand It To Them!

    Melissa Meisel, Associate Editor||December 21, 2015
    New SKU reportedly improves the appearance of pigment, texture and wrinkles for hand rejuvenation.

  • Africa, Rising

    Africa, Rising

    December 14, 2015
    Savvy marketers should expand their operations on the continent, according to speakers at a WFFC seminar.

  • Color, Your World

    Color, Your World

    December 7, 2015
    A kaleidoscope of concepts was the conversation at a recent NYSCC symposium.

  • Let Me Get Your Digits…

    Let Me Get Your Digits…

    Melissa Meisel, Associate Editor||December 1, 2015
    Sally Hansen branches out with a new app and fashion colors.

  • Play Misty for Me

    Play Misty for Me

    Christine Esposito, Associate Editor||November 30, 2015
    Body mists for men and women continue to be the hottest commodities in the mass fragrance market.

  • The Space Between

    The Space Between

    Christine Esposito, Associate Editor||November 24, 2015
    Prestige Brands expands its platform with yesterday's acquisition of DenTek, a major player in the fast-growing “peg” oral care sector.

  • A Home of One’s Own

    A Home of One’s Own

    Christine Esposito, Associate Editor||November 23, 2015
    NeoStrata’s Exuviance has opened its first freestanding retail space, complete with on-site skin analysis and express treatment rooms.

  • Into the Mist-ic

    Into the Mist-ic

    Melissa Meisel, Associate Editor||November 16, 2015
    Toilet tissue spray is billed as an eco-friendly alterative to wipes.

  • The Return of Norell

    The Return of Norell

    Melissa Meisel, Associate Editor||November 9, 2015
    Classic perfume makes a comeback for the holidays.

  • Hitting a Wall(mart)

    Hitting a Wall(mart)

    November 9, 2015
    Walmart imposes slotting fees and that hurts a lot of Tier 2 and 3 FMCG companies.