About Us

Many moons ago in Amsterdam, a chatty hairdresser named Paul Frasca met a sustainable fashion guru called Ewelina Soroko.

In 2010 they embarked on a very long drive around Australia (which took 4 months and $7,000 in petrol) in the name of waste research, and 160 salons later they discovered that salon waste had nowhere to go. Australian salons alone were sending 1 million kilograms of infinitely recyclable aluminium foil to landfill every year!