THE CHOICES WE MAKE and our evolving sustainability journey

We believe in the power of choices. The CHOICES WE MAKE is our impact strategy, reflecting our long-standing commitment to positive impact for people and planet. We believe high performance haircare should be created in ways that respect the environment, support communities and contribute to a more sustainable future. Since the beginning, we've been guided by the principle of developing products with a conscience, delivering professional results while being mindful of our broader impact. Our actions should never come at a cost to the environment, or humanity.

More Than Words. More Than Pictures. Real Progress for People and Planet.

We have published our first Impact Report, holding ourselves to a higher standard and building a more resilient future for our people, our partners and our planet.

A Letter From Kevin

"From the beginning, my goal has been to create products that deliver exceptional performance while honouring the world we all share. Making thoughtful choices for the planet, our community and everyone who uses our products has always guided who we are.

This first Impact Report is a clear look at the choices, stories and metrics behind that commitment. It reflects where we are today, where we have more work to do and how we plan to get there.

What matters to me is not perfection but progress we can stand behind. By measuring our impact, setting targets and reporting on them publicly, we are holding ourselves to a higher standard and building a more resilient future for our people, our partners and our planet.

Thank you for being part of this journey."

- Kevin Murphy

Leading the Way

Sustainability at Kevin Murphy Group is led from within. Our dedicated global ESG team works closely with people across every region, department and our value chain to make sure our commitments translate into real action, not just good intentions.

We collaborate with EY’s Climate Change and Sustainability Services Team to bring rigour and independent expertise to our approach. Together we have grounded our work in leading global frameworks including the GHG Protocol, Science Based Targets initiative (SBTi), ESRS, VSME and B Corp Standards, because we believe our progress should be measurable, verifiable and publicly reported. You can read more about our journey in EY's case study on Kevin Murphy Group.

Focusing on the Things We Care About Most

The CHOICES WE MAKE provides a framework for integrating environmental and social considerations into decisions across our business, from product development and sourcing to packaging, partnerships and giving back. At the core is our commitment to responsible product creation, combining carefully selected ingredients with scientific innovation, guided by safety, performance and environmental responsibility. Our products and ingredients are not tested on animals and never will be. Our strategy is built around three areas of focus:

We are committed to reducing our carbon footprint, protecting ecosystems and biodiversity, and reinventing our products, packaging and practices toward circular solutions.

• Measure: We have measured our carbon footprint in accordance with the GHG Protocol, independently verified to third-party limited assurance standard, and submitted near-term and net-zero targets to the Science Based Targets initiative (SBTi) for validation. We are targeting a 42% reduction in Scope 1, 2 and 3 emissions from our 2024 baseline by 2030, and net-zero by 2050.
• Protect: Our products rely on healthy ecosystems, making biodiversity protection essential to the resilience of our ingredients. We are developing a Nature Policy informed by TNFD recommendations.
• Restore: We are working toward deforestation-free supply chains and supporting nature and biodiversity restoration through partnerships with Greenfleet
• Recover: We are making packaging that is more likely to be recovered and better aligned with a circular economy
• Reinvent We are transitioning to recycled materials and reducing virgin plastic dependency across our range, with targets to increase post-consumer recycled (PCR) content across our highest-volume packaging formats

Supporting our people, upholding human rights across our value chain, empowering end consumers and using our industry position to drive collective impact.

• Support: Wellbeing, inclusion and opportunity define who we are. Our global team is supported through flexible work, mental health programs, learning and development, and a culture grounded in fairness, belonging and growth.
• Respect: We are building trusted partnerships with suppliers and communities grounded in fairness and respect, to protect people, uphold ethics and strengthen resilience. We have finalised our Human Rights Policy and Supplier Code of Conduct, and commenced an initial risk screen of our direct supplier base.
• Empower: We put transparency, safety and informed choice at the centre of our relationship with the professionals and consumers who use our products.
• Amplify: We amplify impact through collaboration and shared learning, from Sustainable Salons and Green Circle Salons to meaningful social initiatives like Deadly Hair Dude and Short Back and Sidewalks.

Leading our global business with integrity, fairness and transparency, building a culture of accountability and due diligence to meet the highest standards of responsible business.

• Govern: Our Board of Directors reviews the company's sustainability performance, with clear ESG responsibilities formally documented in our Board Terms of Reference.
• Act: Our policies, grievance mechanisms and supplier conduct standards are embedded across the business. Our GHG emissions inventory has been independently assured to give stakeholders confidence in the accuracy of our reported data.

Our Commitments in Action

Our policies help turn our commitments into everyday practice and make sure our impact is grounded in accountability. You can explore them here:

Supplier Code of Conduct

Human Rights Policy

Whistleblower Policy

Diversity, Equity and Inclusion Policy

Lobbying and Advocacy Policy

Anonymous Grievance Form