clean . conscious . beauty

WE ARE PARADOXX is a beauty brand with environmental and social responsibility at its core: committed to limiting their impact on the environment, as well as taking responsibility for the education of consumers and other beauty brands on how they can reduce their environmental impact.

Yolanda Cooper believed firmly that in developing a beauty line, she didn’t want to contribute to the ‘planetary crisis’ that is plastic pollution. Yolanda has become somewhat of an ‘accidental activist’ since the launch, focusing time and effort engaging, educating and inspiring consumers and beauty brands to make the switch from plastic to more sustainable, environmentally friendly alternatives.

WE ARE PARADOXX uses natural and organic ingredients in the formulations where possible. The products are up to 100% natural and free from sulphates, parabens, PEGs and mineral oil. The haircare collection is created with full ingredient transparency in mind and a strict no-toxins policy.

The brand uses aluminium packaging to help fight the war against plastic waste and specifically to reduce the amount of plastic reaching landfill and our oceans. Aluminium can be infinitely recycled without losing its form and grade (unlike plastic), and it lends itself to being reused if not recycled. Recycling plastic or using recycled plastic just isn’t enough to protect our environment. We are a member of 1% For The Planet which donates 1% of our annual revenue to charities fighting plastic pollution. We established Plastic Free Beauty Day (June 17th) to support and encourage the beauty industry to move away from plastic packaging.