The beauty industry is evolving towards products that merge luxury and sustainability. With upcycling gaining traction, more brands are recognizing the potential of converting waste into high-quality ingredients.
One standout example is KMS’s newest Conscious Style Beach Style Creme. This groundbreaking product is the wo
rld’s first styling creme to utilize upcycled seaweed, made possible through our cosmetic
emulsifier, SeaBalance 2000. By incorporating SeaBalance, KMS has not only highlighted upcycled Sargassum in their main promotional story but also achieved exceptional textural benefits. This creme delivers a windswept, airy texture that creates tousled, beach-like looks, offering weightless hydration with a touchable hold and zero shine. It doesn’t leave hair feeling stiff and works for all hair types and textures. Join us as we delve into the journey of how the KMS Conscious Style Beach Style Creme came to life, a product born from a shared commitment to luxury and sustainability.
How It Started
At In Cosmetics Global 2022, the SeaBalance team approached KMS (a brand under the Kao Corporation). At this moment, KMS was in the midst of developing the Conscious Style line. This line was dedicated to products that not only met the highest standards of quality but also promoted environmental awareness. The introduction of SeaBalance2000 sparked immediate interest from the KMS team.
Intrigued by the potential of this upcycled seaweed emulsifier, KMS decided to explore what SeaBalance 2000 could bring. The initial tests were promising; the emulsifier provided a luxurious texture and a silky-like feel. However, integrating a new ingredient into their product line was no simple task. SeaBalance 2000 had to endure a series of tests to meet KMS’ standards for performance and sustainability.
Testing Time
With each test, SeaBalance 2000 continued to prove its worth. Each test reaffirmed the emulsifier’s potential, bringing the vision of a sustainable styling product closer to reality. After months of testing, the collaboration between KMS and SeaBalance culminated in the KMS Conscious Style Beach Style Creme. This product represented more than just a successful formulation; it was a blend of luxurious styling and eco-friendly innovation. With SeaBalance 2000 at its heart, the Beach Style Creme set a new benchmark for what sustainable beauty could achieve. It became the world’s first CONSCIOUSSTYLE Beach Style Creme by KMS, using upcycled seaweed.
Spreading the Word
KMS knew they had something special in their hands and recognized the importance of sharing the story behind it. For an entire year, KMS dedicated their efforts to educating consumers about the power of upcycled ingredients. Through engaging social media campaigns and insightful communication channels, they highlighted how SeaBalance2000, derived from upcycled seaweed, was a game-changer in achieving high-quality, sustainable beauty products.
The Launch
In a move that showed their commitment to innovation and sustainability, KMS chose to pre-launch the Beach Style Creme at Kao Global Salon Experience in 2023. The event was a celebration of how luxury and sustainability could seamlessly blend, setting a new benchmark for future products.
The official launch of the product was in April 2024, coinciding with Earth Day. This strategic timing was more than symbolic; it was a celebration of commitment to advancing sustainable
beauty practices. As the first styling cream featuring an upcycled seaweed emulsifier, the Beach Style Creme represented a significant milestone in the journey toward environmentally responsible beauty products.
Find the Beauty in Sargassum
Looking back, this collaboration stands as a powerful example to what happens when innovation and collaboration unite. The KMS Conscious Style Beach Style Creme is more than a product; it embodies the transformative potential of turning waste into wonder. It sets a new standard for the beauty industry, leading the charge towards a greener, more sustainable future.
If you’re passionate about discovering the beauty in sargassum through SeaBalance, let’s connect! Together, we can continue to merge beauty and responsibility, shaping a more sustainable world.