Oway, which guarantees pure plant ingredients and extracts in all its hair and skin care treatments, has expanded its reach to launch in the United States. Founded in 1948 in Bologna, Italy, Oway formulates products based on the balance of ingredients that add value, properties, and effectiveness to the product without the use of aggressive substances. Oway stands for "Organic Way," indicating a blend of biology with lifestyle.

Contained in 99% plastic-free packaging, Oway products comprise certified biodynamic and organic raw materials. Transparency is paramount throughout the process, from the field to the end product. The company works with a network of certified Italian partners and with biodynamic and organic farmers who grow their crops according to rigid agricultural and eco-friendly standards.

Agricosmetics and Sustainability

Coining the term "agricosmetica," Oway commits to growing zero-mile plants, flowers, and medicinal and aromatic shrubs on the company's Ortofficina estate in the Bologna hills. This farm grows herbs and plants in the most earth‑friendly way, distilling them directly and then using them in products. Oway positions itself as not just a brand, but a set of values—a healthy and ecological lifestyle.

Sustainability is a core value at Oway, which has replaced plastic in favor of glass and aluminum for all bottles and jars. By eliminating unnecessary packaging in 2013 and working exclusively with eco-sustainable materials, Oway has reduced its environmental footprint significantly while still providing high-quality products, according to the company.

"Glass can preserve and protect the integrity of the formulas' botanical extracts, shielding them from UV rays and protecting them from bacteria," says Sharon Nykaza, General Manager of Oway United States. "Committed to becoming completely plastic-free in the near future, we are so excited to officially launch in the United States, bringing pure and infinitely recyclable products and packaging to both salons and consumers." 

From conception to hand-crafting and harvesting the materials needed, Oway creates all of its products in-house. In 2017 Oway opened Artigiano, a woodworking facility and manufacturing laboratory where ecological solutions, tools, and furnishings for beauty salons are made according to the principles of circular design.

Oway Salons

For the salon client, Oway creates exclusive rituals with multisensory treatments designed to be continued at home. Oway salons differentiate themselves through the use of natural and exclusive products and treatments, choosing to work in an environment that is 99% plastic-free and putting in place sustainable practices by using safe, hygienic, and protective containers such as glass and aluminum.

Oway offers a line of permanent agricosmetic hair color with more than 35% biodynamic and organic sage macerate. Oway guarantees comfort and gentleness for both stylists and their guests, with dermatologically nickel-tested formulas made with up to 97% biodegradable ingredients.