Going Green with R+Co’s Thom Priano
When thinking of brands with rule-breakers, style-makers, and forward-thinkers, R+Co comes to mind. Hair is no longer just an accessory with them, but rather, a work of art that becomes the main attraction. We got the amazing opportunity to sit down with one of their founders, Thom Priano, who is considered one of the world’s top men’s groomers and an equally talented women’s stylist. We discuss the brand’s recent vegan direction plus his exclusive tips and tricks for the best hair styling. Read on to see how the brand just got a whole lot cooler.
Q: Tell us a bit about the decision for the brand to become vegan
A: Being a fully vegan brand was the goal since inception. We wanted to launch products that yielded the highest performance but unfortunately did not see the innovation with raw ingredients back then so we launched as vegetarian.
Q: What does being vegan mean to R+Co?
A: We have been working on the transition for the past few years and thanks to recent innovations with raw ingredients mentioned above, we were able to reformulate that last few products that were vegetarian. Having vegan products aligns perfectly with the brand’s identity – promoting a modern, healthy lifestyle that ingrained in social consciousness.
Q: What has been a challenge for the brand with being vegan?
A: The biggest challenge for R+Co when reformulating these products was to not compromise performance. We are fortunate to be favorites in the industry, so maintaining or even enhancing performance was the biggest priority. Now that we have transitioned into a fully vegan brand, I can truly say we are one of the best performing vegan brands out there.
Q: What are your top 3 favorite products from R+Co?
A: My personal favorites are SUNSET BLVD Blonde Shampoo + Conditioner to brighten and soften my grey hair, BADLANDS Dry Shampoo Paste for absorbing oil while adding texture, and CONTROL Flexible Paste for touchable hold.
Q: What’s a must-have hair item for travel?
A: A must have item for travel is SPIRITUALIZED Dry Shampoo Mist. It has a cleansing powder suspended in micellar water which cleanses the hair and scalp while refreshing with a light fragrance. It was featured on the Today Show as a “product that would make your life easier”!
Q: What product do you always use for your celebrity clients?
A: I always prep my celebrity clients with either TELEVISION Shampoo + Conditioner and BADLANDS Dry Shampoo Paste on both men and woman. It adds texture to all hair types while absorbing oil and providing light hold.
Q: How has the reaction been to the brand since going vegan?
A: R+Co has received an overwhelming amount of excitement and support from hairstylists and consumers around the world. There is a growing demand for brands that are health conscious and promote awareness by being cruelty-free and environmentally friendly. It’s exciting to have a brand that fits all their needs.
Q: Do you have any tips for people who are looking to implement vegan lifestyle changes?
A: There is a lot of great content out there about the vegan world, including documentaries on animal agriculture and farming. Educate yourself on the lifestyle, and then start slow. First give up dairy, then red meat, then white meat and then fish.
Thank you, Thom, for sharing the passion and inspiration behind the brand’s decision to go vegan! We could not be more thrilled to be #beautyelevated with R+Co.