Sustainable haircare

Meet Nicole Kelly, the founder behind sustainable haircare brand Beauty Dust Co., the official haircare partner of the Good Sustainable Style Show at New Zealand Fashion Week. 

Some of the products in the growing Beauty Dust Co. range 

How did your journey into the hair industry begin, and what led to founding Beauty Dust Co.?

I love creating beautiful things that are commercial and affordable. I have created brands that have sold in the best stores in the world, from Victoria’s Secret in the US to Selfridges in London. I was co-owner of a very successful blow dry bar concept in New Zealand so it was only natural that I moved on to create beautiful and sustainable hair products.

How is the Beauty Dust range different from other hair care ranges available in New Zealand?

Everything we create is created thoughtfully. We care about what goes on our skin as well as what goes down the drain and into our ocean. We care about the product performance as well as it being affordable and beautiful. It is extremely hard to tick all the boxes but we have joy knowing we are doing the right thing no matter how hard the challenges are.

You’re truly committed to being as sustainable and environmentally-friendly company as possible. Why is this so important to you?

It is up to all of us to make a difference in the world and chemicals down the drain should be and will be a thing of the past. It’s a lot harder and so much more expensive to create natural products but once you know something you can’t un-know it. We are not perfect but will continue to drive natural and sustainable.

What’s the most popular product in the Beauty Dust range?

The good news about our range is that we appeal to so many different retailers from premium department stores to luxe boutiques to salons so it gives us opportunities across all of our product categories. I’d have to say though that our Nourish Leave-in conditioner constantly sells out the quickest… it’s such a goodie.

What are some expert tips you can share when it comes to haircare?

NEVER leave the home with grey regrowth showing, that’s a ‘non-negotiable’ when it takes one minute to apply a root cover, ideally Beauty Dust.

ALWAYS use a daily leave-in conditioner to protect and repair your hair. It makes styling so much easier too. I’m always shocked to learn that girls are not taking the time to put a leave-in nourishing product after their shower.

Beauty Dust Co. is the official hair sponsor of the inaugural Good Sustainable Style Show at New Zealand Fashion Week this year. Why did you say yes to coming on board?

I love fashion and I love supporting sustainability, when the two came together I was a definite YES.

Are there some particular products you will be using and why?

We produce the most incredible Hair Brushes that give a perfect smooth finish. We also love ‘glossy’ hair so will finish hair with our hair serum. If anyone has super dry hair we will be adding some ‘new’ magic to the ends.. watch this space.

For more about Beauty Dust Co., visit beautydust.me and to get tickets to the Good Sustainable Style Show at New Zealand Fashion Week on September 2, click here

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