With R+Co newly reformulated to 100% vegan, Co-Founder Thom Priano, a 10-year vegan himself, couldn’t be more ecstatic. Because Thom walks the walk, we sat down with him to talk the talk on R+Co’s big switch to 100% vegan products.

Why Did R+Co Go 100% Vegan?

Put simply: It’s better for the planet—and it’s better for your hair. We also want to lead by example: We want to spread a message of ethical beauty.

What Is Vegan Haircare?

Basically, it’s products that have been formulated cruelty-free—meaning, no testing on animals and no animal byproducts used as ingredients.

Is Veganism a Trend or is It Everlasting?

That’s a big question I hear a lot. But I think the proof is in the numbers: I just read that over the past three years there’s been a 600% increase in people going vegan in the United States alone. And there are more and more companies putting out food that’s totally plant-based. As a whole, more consumers—you and me—seek ethical, humanely sourced beauty—and hair companies like R+Co are meeting these demands with 100% vegan products. I think veganism is here to last—and I’m happy that R+Co is doing its part.

Are There Any Changes in Product Performance?

Yes—for the better! You can get the same results—if not superior—by using R+Co 100% vegan products. That’s a promise that I can firmly stand behind: All of our new 100% vegan formulas surpass the old formulas’ performance.

If I’m Not Vegan, What’s the Appeal for Me?

I get it; not everyone’s a vegan. That’s OK! But by using 100% vegan products, in a small but impactful way you can help this planet recover from the devastation we’re inflicting on it when we use animal-based products. I invite you to join us: You can help the world and have beautiful hair while doing so.