The co-founder and CEO of sustainable hairdresser chain and in-house label Green Heads, predicts that the conversation will shift towards regeneration rather than just sustainability – both for the planet and for the hair.

The Swedish entrepreneur experiences the current green wave in haircare first-hand. According to her, you can have beautiful, professional results and still choose products and methods that are kind to both the hair and the environment.

– Sustainability doesn’t have to mean compromise in a boring way, she says.

What are your salon clients and end consumers looking for now?

– They value transparency and professionalism, and they make conscious choices in general and also when visiting our salons – both in terms of treatments and the products they choose to take home. They are also often very knowledgeable even before they come to us.

How do you see that? 

– They research ingredients, sustainability, and ethics before they even book an appointment. The future belongs to salons and brands that meet this knowledge with transparency, integrity, and real expertise. We also see that younger clients expect purpose-driven brands – they want to support companies that align with their values. That means environmental responsibility, fair working conditions, and honest communication are no longer optional; they’re expected.

And have you also noticed how these clients have taken part in fearmongering and problematic claims and facts on TikTok?

– Yes, we sometimes meet clients who, because of what they’ve seen on TikTok or other social media platforms, have become afraid to use shampoo or certain hair products at all. It’s understandable – there’s a lot of misinformation and fear-based content online. When that happens, our role is to educate and reassure them. We explain that it’s not about avoiding everything, but about choosing mild, well-formulated products that care for the scalp and keep the hair healthy and naturally shiny – not coated in film-forming ingredients that only look healthy, Hellström shares. She continues:

– We always emphasise balance. Using a shampoo that isn’t 100% perfect won’t harm you and some silicones won’t harm your hair, but can harm the environment when washed out in the drain. What matters is awareness and making informed choices, not out of fear but out of knowledge.

The in-house label’s new launch, Heat Defence, is a new heat protector developed by professional hairdressers using naturally based high performance ingredients.

– The formula protects hair from heat damage up to 230°C while strengthening, hydrating, and adding light hold. In a category where conventional heat protectants rely heavily on silicones, we’ve instead created a formula based on plant biotechnology and active ingredients such as aloe vera, rice protein, and a plant-based biopolymer. The result is silicone-free product offering the same protection and finish as the most advanced styling products on the market.

What do you project will be the next hot topic in green and natural haircare?

– Regeneration rather than just sustainability – both for the planet and for the hair. The focus is shifting from simply avoiding harmful ingredients to actively using products and methods that restore and strengthen natural balance and stay away from finite resources. In haircare, finite resources mostly refer to fossil-based ingredients and packaging materials – such as mineral oils, petrolatum, conventional plastics, and other petrochemicals. We also see growing interest in minimalist routines – fewer products, but with higher quality and multifunctional benefits. People want simplicity and honesty, not overconsumption dressed as self-care. A year from now, we think we’ll be talking more about responsible innovation – how technology and nature can work together to create professional results that are truly clean, safe, and future-proof. 

And how will you respond to this?

– We’re very curious about everything that sits at the intersection of high performance and low impact, says Hellström. Right now, we’re especially interested in ingredients and technologies that strengthen the hair fibre and support a healthy scalp over time – things like advanced plant-based actives, amino acid complexes and smart humectants that work more like treatment than ‘just’ haircare. 

– When we look at colouring, we’re very curious about plant-based pigments and how they can be combined with gentle, non-toxic lightening methods to create more creative, multidimensional, and truly personalised colour results. There’s so much potential in exploring how nature’s own colour palette can deliver both beauty and performance. By understanding the chemistry of plants better, we can move beyond traditional ‘natural colour’ and into a new era of professional, sustainable artistry – where creativity and care go hand in hand.