NEW UPCYCLING INCORPORATED ACROSS THE INSTANT SERIES

De Lorenzo utilises upcycled ingredients in our formulas to boost and encourage the recycling of waste.

Upcycling is the creative reuse of waste material or unwanted product in such a way that it creates products of higher quality and performance than the original material.

The Instant Curl Primer includes an upcycled material from unsaleable oranges. Inspired from the food industry, this protein-mimicking material is obtained from orange fruit waste and small or ugly oranges. A gluten free alternative to wheat protein in hair care, the fermented ingredient delivers hydration, protection, softness and enhanced hair manageability. Its modified cellulose structure also provides added strength, elasticity and guards against humidity.

Upcycled material supports De Lorenzo’s sustainability goals and our efforts of trying to give back to our planet. Where materials and product wastage are reduced and reusing/recycling of materials is boosted. We are looking at how we manage our resources, how we make and use products and what we do with the products at the end of their life cycle.

We need to embrace and incorporate this forward thinking in the generation and presentation of our products, as consumers today, more than ever before, are interested in the process as much as the product. The use of upcycled materials reduces the need for virgin ingredients and thus saves natural resources and energy used to make them. When an ingredient is manufactured from the start a large amount of energy is often required (heating, cooling) and water usage is higher when compared to an ingredient that is already created. This in turn reduces consumption.

In the food industry alone, it is estimated that food waste constitutes about 17% of the entire food production process, equating to 931 million tons per year globally. Instant Curl Primer is utilising some of this material within its unique formula and delivering you a product that we know your curls will love.