‘THE CHOICES WE MAKE’ AND OUR EVOLVING SUSTAINABILITY JOURNEY

We believe in the power of choices. Recently we’ve reflected on The Choices We Make and are proud to share a glimpse into the next evolution of sustainability at KEVIN.MURPHY - a global business powered by passionate people dedicated to excelling in whatever we do. We create high quality, performance-driven products that our community love, and raising the bar in our industry with worldclass education and events. Our actions shouldn’t come at a cost to the environment, or humanity, and this has been one of our core values since the beginning.

We’ve significantly increased our commitment to advancing our sustainability practices. Today, these efforts are led by Molly Baker, Chief of People, Culture, and ESG (Environmental, Social and Governance), supported by a dedicated Global team consisting of Ebony Fowler (Global ESG Manager), Louise McDonald (Global ESG Analyst), Scott Wylie (Global ESG Analyst), and Diana Cristian (People, Culture & ESG Business Partner). This core team collaborates closely with all departments across Europe, Asia, Oceania, and North America to increase progress, transparency and accountability.

This month marks two years since ESG became a formal department, and in collaboration with EY Denmark’s – Climate Change & Sustainability Services Team (CCaSS), we’ve strengthened our sustainability framework, ‘The Choices We Make´. This teamwork has provided welcome structure for our passions and ambitions, and aligns our business with advanced best practice standards including the European Corporate Sustainability Reporting Directive (CSRD), Science Based Targets initiative (SBTi) and B Corp. We have formalised key internal processes, including data gathering and, performance monitoring, while implementing necessary adjustments to ensure we meet our strategic objectives and improve our impact.

The Choices We Make reflects our strong belief that quality, performance, and innovation in hair can and should improve lives and restore the planet. It outlines our commitment to operating responsibly, ethically, and sustainably across every part of our business. Our four core pillars: 

• Environment: A source of inspiration since the beginning, caring for the environment is a core value we share deeply with our global network. Taking responsibility for our impact on the environment is multifaceted – from tackling emissions to restoring nature.  
• Community: Our community is vast, from the people helping source raw materials to the hair professionals using and applying our products every day. We’re taking all necessary steps to make sure our actions are ethical, our products get results, and we support the growth and prosperity of our industry.   
• People: Behind the scenes, there is a global team working hard to create a brand & products we know our community will love and feel proud to use. We’d love to share more about our commitment to our teams, with a strong focus on individual growth, meaningful development, and diversity & inclusion.  
• Accountability: We are committed to leading with integrity, fairness, and transparency—and this means embedding accountability and due diligence structures into everything we do, so that we can uphold the highest standards of responsible business. 

Alongside all the important work happening behind the scenes, we’re continuing to grow partnerships and initiatives that make a real difference, deepening our commitment to environmental and social causes close to our heart:

• Promoting circularity & waste diversion through our salon networks with Sustainable Salons and Green Circle Salons
• Improving our packaging design and innovation pipelines, such as transitioning to recycled packaging material (for example, see our colour ranges - CODE and COLOR.ME - where we use 100% recycled aluminium for our colour tubes).  
• Partnering with values-aligned organisation’s like Greenfleet and One Tree Planted to restore biodiversity and capture carbon from the atmosphere 
• Harnessing the power of nature and science in our ingredients, using certified organic hero ingredients where possible, like Certified Organic Oat in our Curl range.
• Forging meaningful collaborations, such as with guest artist Holly Sanders for our 2025/26 holiday campaign and supporting social impact initiatives with Deadly Hair Dude and Short Back and Sidewalks 
• Elevating the industry with worldclass training & resources for professionals.  
• And loads more to learn about, following the release of our inaugural Sustainability Report due for release in 2026 

True sustainability is not just about what we do - it’s about how we think, how we lead, and how we evolve. Our ESG journey is a reflection of our belief that beauty and responsibility can - and must - coexist. It resonates deeply with our Australian roots and Kevin’s own values.

We’re not chasing perfection; we’re cultivating progress. It’s about showing up, leading with intention, and making choices that matter. Because when we choose to do better, we inspire others to do the same. And together, we’re aiming to create a ripple effect that reaches far beyond hair.

We look forward to sharing more updates as we continuesto build on and expand our sustainability commitments.