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Aquage is setting a higher standard for sustainable haircare

Aquage is a professional haircare brand powered by Algaeplex, a blend of marine botanicals that restore and strengthen hair. Inspired by the sea, Aquage treats clean formulas and sustainable practices as non-negotiables, with a responsibility to protect the ocean that shapes its identity. Through its partnership with Plastic Bank, Aquage links everyday haircare choices to measurable plastic recovery, reinforcing its belief that true sustainability connects beauty, community, and responsibility.

Industry: Haircare
Headquarters: Connecticut, USA
Partner since: 2019
Length of partnership: 4 years

What this collaboration has done for Aquage

Made sustainability visible in the brand experience
Sustainability has always been at the heart of Aquage, but this collaboration helped turn that commitment into something consumers can see. It brought Aquage’s ocean inspired purpose into the everyday product experience in a tangible, measurable way.

Strengthened connection with consumers and partners
Aquage has seen rising engagement and positive sentiment across social and retail channels as customers respond to its clear commitment to protecting the ocean. Retail and salon partners have also leaned in, using Aquage’s sustainability messaging to guide guests toward more conscious choices without compromising salon level performance.

Reinforced long term brand credibility
The partnership has become a cornerstone of Aquage’s long term sustainability strategy. By supporting measurable plastic recovery and support for collection communities, Aquage strengthens trust with consumers who want purpose alongside performance, while staying true to the brand’s marine based DNA.

How we collaborate

Aquage incorporates the partnership messaging into their social media, digital storytelling and signals on the packaging that their haircare choice supports plastic recovery and community impact.  

Aquage also equips retail and salon partners with materials and talking points so the partnership is communicated clearly on-shelf and in salons, keeping the impact visible and consistent across the brand experience. Salon professionals are more engaged, understanding their choices can make a positive impact.

Why Aquage chose to partner with Plastic Bank

Aquage was drawn to Plastic Bank’s holistic model, one that protects the planet while uplifting people through fair wages and ethical recycling ecosystems. This balance aligns with Aquage’s belief that true sustainability connects beauty, community, and responsibility. 

Plastic Bank’s collection branches are located within 50km of the ocean or ocean-bound waterways in communities with high levels of plastic pollution. By partnering with Plastic Bank, Aquage is able to fund the collection of plastic waste with the objective of removing it before it reaches the ocean. Collectors bring the gathered plastic to local branches in exchange for secure income and access to social benefits.  

Aquage’s formula for success

Performance and progress together
As a professional haircare brand, Aquage continually balances high performance formulas with cleaner beauty practices. Sustainability is treated as an ongoing journey across ingredients, sourcing, packaging, and footprint reduction.

Ocean inspired responsibility
Aquage products are born from the sea’s restorative power, and the brand treats that inspiration as a commitment to protect the ocean. This shows up in recyclable packaging targets, responsibly harvested marine ingredients, and constant work to reduce waste without compromising the look and functionality of signature Aquage bottles.

Partnerships that make impact tangible
By linking brand communications to measurable recovery, Aquage makes sustainability easy to understand and credible for consumers, stylists, and retail partners. The partnership helps translate complex sustainability goals into clear outcomes people can trust. Aquage has gathered the equivalent of over 13 million plastic bottles and supported over a thousand collectors with additional income.

Embedding sustainability into your brand

Aquage’s experience shows that sustainability works best when it is rooted in who you already are as a brand, then communicated consistently in ways people can feel and trust. Build sustainability into your formulas, materials, packaging, and partnerships, and choose collaborators who help turn big goals into clear actions. 

Working with Plastic Bank has been seamless. Their transparency, passion, and purpose mirror our own, helping us translate sustainability goals into real outcomes people can understand. 

Conclusion

Aquage sets a higher standard in haircare by proving that clean beauty can stay high performance and stay responsible to the ocean that inspires it. This collaboration reinforces Aquage’s purpose, strengthens consumer trust, and supports a long term strategy where every product helps shape a better tomorrow. 

Learn more about Aquage at https://aquage.com/pages/new-about-us.

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