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www.paulmitchell.com
Key Personnel: John Paul DeJoria, co-founder and chairman; Michaeline DeJoria, chief executive officer; Jason Yates, president
Major Products: Paul Mitchell, Paul Mitchell Clean Beauty, Tea Tree, Manula Oil, Mvrk, Neuro, Neon, Awapuhi Wild Ginger, Paul Mitchell Pet
New Products: Paul Mitchell Clear
Comments: The world’s biggest privately-held hair care company rolled out new formulas with very small ingredient lists. New Paul Mitchell Clear products are formulated with less than 10 ingredients each. The range includes shampoo, conditioner, smoothing serum and styling glaze. Price points range from $20 to $30. As the name suggests, all the formulas are translucent.
Last year, JPMS restaged its Tea Tree hair and body care line with elevated branding, updated imagery and packaging from post-consumer recycled (PCR) plastic. The restage was just one facet of the JPMS sustainability story in 2024. The company also reduced:
Virgin Plastic. The average JPMS bottle contains 40% PCR plastic in primary packaging (bottles, tubes, jars).
Carbon Footprint. 4,251,769 pounds of CO2 emissions were eliminated due to solar- powered distribution center, 100% fleet of hybrid vehicles and a goal of 2,000,000 trees planted by the end of 2030 in partnership with Reforest’Action.
Waste to Landfill. JPMS recycled 85,780 pounds of plastic in partnership with TerraCycle.
All good stuff, but it hasn’t been all good news for the company. In May, a proposed class action lawsuit accused John Paul Mitchell Systems of falsely advertising that its hair care products are made in the US. According to the 46-page lawsuit, each product manufactured and sold by JPMS under its proprietary brands features a prominent claim that it is “Made in the USA.” Although the representation is clearly displayed on the packaging and in online advertising and product descriptions, the items, in fact, contain numerous ingredients and components that are sourced from US, the class action suit alleges.
Of course, there’s a difference between ingredients being sourced outside the US and products being manufactured in the US. Last year, a judge dismissed another class action against JPMS, saying that plaintiffs did not adequately prove that Invisiblewear Brunette Dry Shampoo contained dangerously high levels of benzene.
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