Rating: Avoid



ELEVEN Australia is an Australian hair care brand, founded in 2011. The brand aims to embody the Australian lifestyle by being simple and effective.

The three top soap type ingredients in their Keep My Colour Blonde Shampoo are toxic to aquatic life, but also readily biodegradable. Because they are readily biodegradable, a large amount of these chemicals should be removed during waste water treatment. However, some will still be released to the environment, where they may have toxic effects.

Some of the other main ingredients could be derived from palm oil. I couldn’t find any policies on the use of palm oil on the ELEVEN Australia website, so it is not clear if these ingredients are sustainably sourced.

There are a number of silicones in this product. The time it takes for silicones to break down in the environment depends on a range of factors. One of the silicones – cyclopentasiloxane – is also bioaccumulative. The potential for a chemical to not break down quickly and bioaccumulate means that it may be a chemical of high concern. Cyclopentasiloxane is listed as a substance of very high concern in European Union for this reason, and companies wanting to use this chemical in European Union may soon have to seek authorisation first.

This product also contains EDTA. This chemical is a common pollutant in waterways where it can increase exposure to heavy metals and interfere with normal nutrient cycles. Other ingredients include preservatives that quickly break down to release another chemical; formaldehyde. Formaldehyde is toxic to aquatic life but is readily biodegradable.

The fragrances in this product are just listed as “parfum”. This means there’s no way to tell what they are, or what their environmental impact will be.

The packaging for this product is simple. The plastic should be able to be recycled in most standard kerbside schemes.

But does it work?

Considering how well a product works is a big factor in determining whether a product is a good one or not. A product that does not work is a waste.

This product is popular with many users – but so are many other products that have a much lower environmental impact. Search our reviews to find other products that could do the job without compromising the environment.

Image credit: ovnblog

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