Rating: Okay



  • Contains EDTA
  • Palm oil sources not due to be certified until 2022
  • Limited data on some ingredients

PRO:VOKE is a UK hair brand which aims to provide solutions for hair colour problems. The brand is owned by Godrej Consumer Products, which is part of the Godrej group.

There are a number of ingredients in their Touch of Silver Brightening Shampoo. Information on biodegradation and aquatic toxicity is not available for all of the chemicals, but the information that is available indicates that all the main ingredients will be readily biodegradable. This means that a large amount of these chemicals should break down during waste water treatment, and a limited amount will be released to the environment. That said, some of the main ingredients are known to be toxic or very toxic to aquatic life, so they could still have an environmental impact.

Some of these ingredients could be derived from palm oil. It seems unlikely that palm oil would be avoided by this brand, because the Godrej group also operates a number of palm oil plantations in India. The Godrej group is a member of RSPO, but none of the palm oil used by the Godrej group is currently certified as sustainably sourced. The groups aims to change this by 2022, but it would be good to see some actions being taken now.

A few ingredients in this product are unlikely to break down quickly in the environment, but there is information to indicate that most of these have low aquatic toxicity and are not bioaccumulative. However, some of the ingredients – like the colouring agents – are harmful to aquatic life. In addition, this product contains EDTA, which can increase exposure to heavy metals in waterways and interfere with normal nutrient cycles.

Information is extremely limited for some of the ingredients. One of the ingredients is listed as “carbomer”. This indicates the type of chemical this ingredient is, but it is a pretty vague description and it would be good to have some more exact information. This product also contains fragrances listed under “parfum”. There is no way to know what these could be – or determine that they are not chemicals of concern.

This shampoo comes in a simple bottle which is made of plastic that can usually be recycled through standard kerbside collection programs.

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.

Luckily, most users seem to like this product, although a few people have said that it can be a bit drying. For more reviews, check out BeautyHeaven or the YouTube reviews from Simon Thomas Beauty and 30 Something Mel.

Image credit: Ethics and Aesthetics

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