We take responsibility
Four Reasons is a community of passionate hair stylists whose mission is to make everyone feel gorgeous as themselves. 100 % vegan, sustainably produced professional hair products, made with love for people’s individual beauty.
A hair product or even a visit to the hair salon is not a necessity. We can make do without them. But the truth is that we don’t want to. Because for most of us, hair is a big deal. Hair is a part of our identity, it plays a part in our mood, it is a way to express yourself. It’s important for many of us that our hair reflects what we feel we are.
That is why we don’t use just any hair products. We want to do our part in promoting responsible production and sustainable consumption. Our long-term development work aims at creating products with a life cycle built on responsible choices that are based on sustainable development.
Yes, the grass is actually greener on this side. Even though it is life-long learning process to build as environmentally friendly business as possible, it never hurts to take a moment to celebrate what you’ve accomplished so far (and then continue working towards our objectives).
What have we accomplished in 2022?
#1 In 2022 the ‘Stories behind hair’ campaign celebrated everyone’s individual beauty with the goal of making everyone feel gorgeous the way they are. With the help of the campaign, we wanted to expand the representation in beauty industry advertising by highlighting not only gorgeous hair, but also the inspiring stories behind it.
#2 41% of the plastic packaging of sold Four Reasons products was made of recycled plastic or bio-based plastic. In addition the transition to the use of recycled aluminium in the Four Reasons Optima colour tubes has started!
#3 eNPS 30 – a promoter score given by our staff is considered excellent! Of course we want to aim higher but we can proudly present that according to our staff, one of our strengths is a working environment where you can be yourself.
#4 Did you know that cleanse and care products manufactured in Finland are manufactured by using renewable energy or that our packaging is 100 % recyclable when empty? BTW, all Four Reasons products are 100 % vegan.
Okey, now it’s your turn. Take example and stop for a moment to think what was great in the past year: what did you accomplish, what made you glow?
The UN Sustainable Development Program sets ambitious goals for solving the world’s greatest problems regarding the environment and inequality. Four Reasons is part of these efforts with every corner of its heart. Corporate social responsibility is an integral part of our business operations and our strategy. It’s daily choices and concrete actions for our shared future.
At Four Reasons, we have selected three themes from the UN Sustainable Development Goals that are relevant to our business operations and through which we can best impact matters that our stakeholders value.
In our sustainability work, we will focus especially on these themes:
At Four Reasons, we’re a family – noisy, composed, vivacious, funny, creative, sometimes a little odd. We’re all different.
You’ll fit in well.
We do what we do with passion. It sparkles, grows and breaks the mold. It’s the courage to color outside the lines.
We have the courage to be our real selves and do things our own way. Our products are beautiful to look at and even more wonderful to use. They are carefully made from high-quality ingredients, and they work.
We know that life can be wonderful, sad, fun, boring, straightforward and complicated. We want to make your good hair days great and even the bad ones better. We want you to feel at your best just being who you are.
Mental health issues are one of the most serious problems of our time. The UN’s health and well-being goals state that promoting mental well-being can prevent many other serious noncommunicable diseases. As a beauty business operator, we are particularly concerned about the social pressure experienced by young adults concerning their looks. Instead of being part of the problem to which our industry has undoubtedly contributed, we want to be part of the solution.
We want to make you feel gorgeous just the way you are. We are developing products and services that provide better hair days for more diverse range of hair types. In 2022, we launched the Four Reasons Professional Shots hair care service for all hair types, as well as 16 new Four Reasons products based on the wishes of our customers. We work to ensure that hair stylists can make their customers feel gorgeous just as they are, regardless of hair type.
Professional hair stylists play a key role in enabling the good hair days of their customers. However, the work of the hair stylist is often both physically and mentally straining. As a partner of professional hair stylists, we feel it’s our responsibility to ensure that hair stylists aren’t worn down by their work.
Our goal is to have the healthiest customers in the hair salon sector. In our operations, this means that we make choices that promote the financial, physical and mental well-being and health of professional hair stylists.
Four Reasons products are made of vegan raw materials, and their packaging is as environmentally friendly as possible. The quality, safety and sustainability of our products is important for us. We engage in long-term work to ensure and develop the sustainability of our procurement chain, raw materials and packaging. Our goal is to enable sustainable choices for our customer, taking into account environmental aspects from the entire lifecycle of the product.
What we’ve done so far:
All Four Reasons products are 100 % vegan. Yes, not only our professional color lines and bleaching powders but also all of these product lines: : Four Reasons Original, Four Reasons Professional, Four Reasons No Nothing, Four Reasons Color Mask, Four Reasons Nature.
We do not test, and we do not have anyone else test Four Reasons products or their ingredients, on animals. In our products, we use raw materials from known European suppliers. According to EU legislation, testing these raw materials on animals has been banned since 2009.
100 % of our packaging are recyclable when empty and in 2022, 41 % of the plastic packaging in our sold Four Reasons products was made of either bio-based or recycled plastic. Cardboard boxes used in product shipments are also 85% recycled cardboard, the printed reclaimed paper used to fill the transportation boxes is 100% made of recycled materials and the packaging tape is recycled paper. Our shipments may not be the prettiest but it’s not our style to spoil the environment to please the eye – beauty doesn’t come in one shape and size, and this applies to packaging, too!
At Four Reasons, we participate in the global climate efforts and have a systematic journey planned towards carbon-neutral operations.
The shared climate goal of the entire Transmeri Group is to make its properties, transport and traffic carbon-neutral by 2035. The goal has been limited to include these three sections because decreasing the use of fossil fuels is the single most important way to stop climate change and in our operations, these areas are the best ways to affect the use of fossil fuels. Four Reasons aims to reach the goal faster than the speed of the Group, already by the end of 2029. In 2022, we extended the GHG protocol-based emissions calculation from the previous Scope 1 and Scope 2 level to also cover the Scope 3 categories of commuting, business travel and freight paid by us. Also, we use 100% renewable energy at all of our premises and our production facility in Finland.
Are you one of those who’s eager to learn all about our sustainability efforts? Fantastic! Here’s our sustainability report for you to download
A seasoned professional of the hair styling industry who puts his heart into what he does. A sense of humor that challenges the limits of good taste works as a nice counterbalance to Arto’s cold sales logic.
A flower-loving aesthetic with a maternal streak, Titu has a riotous sense of humor and an ability to empathize that is second to none. A bustling fairy godmother of events and dynamo of international marketing, Titu knows the company from top to bottom and is always ready to help.
The small power house of our exports team, Mila is meticulous and efficient, and armed with a sunny disposition. We admire Mila’s stunning sense of style and friendliness – her help is heartfelt. In addition to export documents, she takes care of her co-workers’ sprightliness with supreme confidence: Mila’s stick workout session is the high point of the week!
The relaxed and gentle guard of our warehouse, known for his quiet charm. A helpful and skilled systems wizard and master of logistics!
An energetic and sparkling bundle of joy who never runs out of ideas. A sharp and goal-oriented, tireless communicator, who also looks after people. The bigger the project, the better!
The positive and sociable Monna can handle just about any task. An energetic specialist of influencer marketing, she is easy to approach and easy to get along with. Everything will be taken care of – this attitude carries you far!
Easy to approach, Veikko has nerves of steel but a good heart. He is the artistic, thoughtful, and wise professional and creative genius behind our marketing team.
Besides being friendly and helpful, Linda knows how to compliment other people and how to make them feel good about themselves. Linda has an infinite amount of creativity when it comes to either hair or creating interesting content!
The conscientious and helpful Pia possesses nothing short of a treasure trove of knowledge about cosmetics and their raw materials. The soul of our office wins over everyone with her sunny and warm disposition and delicious cooking!
A master who prefers keeping a low profile. A charismatic speaker and chemistry wizard whose know-how and training skills are in a league of their own. A thinker with a good sense of humor, Harri is easy to ask for advice (in relation to cars as well as hair)!
A talented and sunny queen of blond hair and lightening techniques. If there’s something Elisa doesn’t know, she will stop at nothing to find out.
A consummate stylist and cutting guru, for whom haircuts are an affair of the heart. The easy-going and considerate “Antsa” is always fun to be around – in addition to hair, you may end up talking diets, for example!
A master who prefers keeping a low profile. A charismatic speaker and chemistry wizard whose know-how and training skills are in a league of their own. A thinker with a good sense of humor, Harri is easy to ask for advice (in relation to cars as well as hair)!
CEO
A warm-hearted, inspiring leader. A strong visionary who is also an affable, open-hearted person with a talent for listening. A straight-talking, trustworthy, and fair manager.
CEO
