Keune Cares! Our sustainability efforts
Keune Cares
Our sustainability efforts
Caring for people, planet and generations to come
Family-owned company
As a B Corp certified company, we build on this foundation with Keune Cares, our commitment to caring for hair in a way that also cares for people, the planet and generations to come. Through four pillars – People, Production, Product and Processes – Keune Cares guides how we support our communities, how we innovate responsibly, how we work to reduce our footprint and how we ensure that the way we operate reflects the same care that goes into every product we make.
It is the way we carry our family values forward and the way we help shape the world we want to leave for the next generation.
People
We champion the well-being of our employees, workers in the value chain and the communities around us.
People are the heart of Keune. We strive to create a workplace where everyone feels safe, supported, and able to grow — a place where well-being is nurtured and opportunities are shared. We invest in mental health, promote equal opportunities, and foster a culture built on respect and collaboration.
Beyond our own teams, we work to protect human rights in our value chain and support communities through meaningful social initiatives.
Production
We make our production more sustainable by cutting GHG emissions and energy use, reducing water consumption, and minimizing waste
Our production site in Soest is where our sustainability efforts come to life. Here, we continuously improve our processes to reduce our environmental impact — from increasing renewable energy use to optimizing water systems and advancing circular waste practices. Every improvement brings us closer to a production environment that reflects our care for the planet.
Products
We design products and packaging with sustainable materials, reduce packaging waste, and create circular solutions for a better end-of-life.
We believe that great products should be good for people and responsible for the planet. That’s why we focus on conscious formulation, certified ingredients, and packaging that is increasingly recyclable, reusable, or made from renewable sources. Step by step, we are transforming our portfolio to reflect our commitment to circularity and responsible innovation.
Processes
We embed sustainability into our culture and operations by developing structured ESG processes, practicing ethical marketing, and integrating sustainability into our policies and decision-making.
Sustainability is not a separate project: it is part of how we work. Through strong governance, clear policies, and transparent communication, we ensure that responsible practices guide our decisions every day. From supplier partnerships to internal training, we are building a culture where sustainability is understood, embraced, and acted upon.
Proud to be a Certified B-Corp
In 2023, Keune became a Certified B Corporation: a milestone that reflects our commitment to balancing purpose and profit. For us, being a B Corp is more than a label; it is a promise to create a positive impact for people, planet, and communities. It means continuously improving our practices across workers, community, environment, and customers, and embedding sustainability into every decision we make as a family-owned business.
B Corp certification is awarded to companies that meet high standards of social and environmental performance, accountability, and transparency. Achieving certification shows that we go beyond profit: we prioritize people and the planet, and we hold ourselves accountable for the impact we create.
