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Beauty

Up, up and OWay!

Mar 28, 2019, Author: Hello Joburg

Hello Joburgers, allow us to introduce you to our new favourite beauty brand. Now available in South Africa, Organic Way (OWay) is a movement in both hair and scalp health treatment and superior product formulation. Founded on stringent and ethical production principles, the 100 percent high-quality formulas in the range have been designed to transform hair in the most pure and natural yet effective way possible.

OWay is a holistic and utterly sustainable range; the use of certified natural and organic raw materials obtained through fair trade, lend themselves to green chemistry completely. As OWay is the first hair and scalp treatment line to use essential oils and pure micronized plants from biodynamic farming, this means revolutionary care for the consumer. Biodynamic farming is a step ahead of organic practices as the holistic approach to harvesting ingredients results in zero chemical use, maintains soil fertility and focuses on a harmonic relationship between people, plants and animals.

The journey starts on a farm called Ortofficina on the hills of Bologna…

READ MORE ON BEAUTY HERE.

The story of Oway

It’s against this beautiful Italian backdrop that OWay grows medicinal herbs, utilising biodynamic methods. The deep bond with nature and the complete respect of its rhythms have led OWay to make the important decision to stop the use of all synthetic mineral fertilisers and chemical pesticides. This means taking care of the soil before planting so that it’s purified and strengthened as well as nourished with preparations that are distributed according to the rhythms of the seasons, latitudes, the needs of each bush and the phases of the moon. At harvest time, OWay reaps fruits, seeds, buds and leaves that are purer and rich in concentrated active ingredients. This translates to extracts for the product range that of a superlative quality.

READ MORE ON FASHION HERE.

The OWay philosophy

A treatment line of professional formulas with specific ingredients that have been carefully studied to meet the needs of scalp and hair in a customised manner, OWay is designed to be prescribed by hair stylists in a quality salon environment (as well as used as a homecare range).Only the most effective extracts are chosen to be mixed into blends in the OWay laboratory to guarantee quality results, in compliance with our values. Other raw materials are added to OWay’s prized active ingredients, selected following the principles of green chemistry. Ingredient after ingredient, we choose only those actives suitable for each formulation and each purpose, discarding toxic or aggressive chemical substances and focusing on naturally-derived raw materials. This means our goal, of pursuing a healthy and positive way of life, truly starts with our treatment line formulations.

As OWay is a holistic brand, we are conscious of ethical, sustainable and safe practices throughout the organisation. Formulations are housed in amber glass and packed into aluminium boxes. Doing so ensures ingredients within the formulations will be preserved as perfectly as possible, keeping quality, hygiene, naturalness and transparency intact. Packaging is entirely sustainable and can be recycled over and over again and of course, OWay encourages reuse of its packaging, both in salons and at home. In the US, the brand has also obtained PETA Cruelty-free recognition and certification for its values and work. PETA is the largest organisation for the defense of animal rights and so this acknowledgement is a real accolade in the fight against animal cruelty within the beauty industry. And of course, OWay’s products wouldn’t be organic if they weren’t certified by nature; awarded double integrated Quality ISO 9001 + ISO 22716 certification – a double guarantee that makes OWay stand out in the international market. In addition, all products are NATRUE-certified, in accordance with this sector-related rigorous and unique standard.

READ MORE ON SHOPPING HERE.

The OWayans

The people of the OWay are very much part of our holistic approach too. For OWay’s sourced ingredients – to further enhance formulations – we’ve trailed the globe and activated partnerships with fair trade international purchase networks. Contributing to the improvement of the economic conditions of developing populations, OWay is committed to the use of plant-derived active ingredients from botanicals sourced in countries like Africa, South America, Indonesia, Indochina and aboriginal Australia. Closer to home, a healthy and positive lifestyle – the Organic Way of life – starts at the company. OWay uses renewable energy and electric cars as well as recycles materials, makes use of eco-sustainable furniture made in our wood laboratory ARTIGIANO, and ensures yoga practice is available to employees. This philosophy flows through hair salons and certified Head. SPA, with an increasing number opting to use only natural and high-quality products, treatments and materials that aid in the wellbeing of consumers.

OWay inspires an authentic, transparent lifestyle, with attention to detail and respect for the environment.

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