At Belegenza, we began our journey with the realization that it was time to return to the wisdom of the ages….return to the Earth for the answers.   Nature provides beauty in abundance when the conditions are right.  In other words, the most lush plant and animal life occur when the proper nutrition is available and the environment is appropriate. 

In looking at what makes people the most beautiful, we recognized that when the nutrition and environment are right, we, too, can be our best!   The question  for us, was “what is the perfect “food” for the hair and skin?” 

Organic products had already become available, but there was a gap.  When using organics or even natural products, it often came with the price of non-performance against the synthetic products which were performance-based.  The dilemma was to choose looking good or feeling good about using non-performing products. 

We studied cultures successful in finding ingredients that worked for them to handle issues like hairgrowth, shine, scalp moisturizing, skin moisturizing, and found that they all had validity, but came up short when put into “food-based” organic formulas.   The problem is that they were just too heavy for the hair, and took its toll on the ultimate beauty demands. 

With that, we went to work to pull apart the “food” ingredients to find the essence that made them effective, and with that, we gave birth to  a new category of beauty products.  Products that were based on food, and were short on synthetics….free of not only mineral oils, parabens, acrylates, PABA, phthalates, but free of SILICONE and its derivatives, which are now being considered as culprits in a wide array of maladies due to its excessive use in beauty and bath care products today.  This includes the natural and so called organic products, too.

With our formulas exceeding the stringent performance standards of world-class colorists, stylists, and celebrities, we kept on going.  We wanted to provide a bridge that  closed the gap between performance and the green movement.  Organizing ourselves around providing value, we found that most hairstyle products contain more water than active ingredients, most only having about 3-8% active ingredients and an abundance of water!   Rather than selling a bottle of water with some foaming agents, we chose to sell food-grade ingredients in as little water as possible, giving our customers a better product overall.  With the power of 32 ounces of cleansers/conditioning agents packed into an 8 ounce bottle, we reduce the water-weight enormously, thus saving on shipping costs. 

Speaking of water, what do you think happens to the run-off water of beauty products?  If they are synthetic, they run off into public water systems, streams, lakes, and oceans, and we wonder why wildlife is changing.  With Belegenza, our formulas are essentially as safe as the food supply, and it breaks down naturally.

Not only are our formulas “green,” but  we also are greening our business all the time.  By shipping directly to our vendors and customers, we eliminate needless shipping to warehouses, we recycle our packing materials, use recycled materials when possible, and even encourage paperless media kits and sales materials.  As our resources and revenues grow, we find ways to implement new ways of green friendly options. 

We realize that beauty is an option.  It isn’t required to carry on in life.  It is simply a choice.  As we provide our products for eco-conscious salons, boutiques, spas, hotels, resorts, and communities, we are proud to know that we are giving people a way to make a difference, and look their best doing so!