The Good Stuff: A Revolution in Sustainable Hair Care

forceMAJEURE Design Introduces Eco-Conscious Hair Care Range

With a belief in a better way to care for our hair while respecting our planet, forceMAJEURE Design saw an opportunity to design a clean, sustainable beauty brand from the ground up. The Good Stuff is a range of no-rinse conditioners, each consciously tailored for different hair types and packed full with essential nutrients. The range's packaging, core messaging, and identity system were designed with the priority to simplify and elevate the haircare routine of millennial women while delivering an eco-friendly solution.

The bottles are made from 100% recycled plastic and are fully recyclable, ensuring that they can be recycled again and used to make further products. The product range includes a variety of no-rinse conditioners such as Complete Repair Balm, Weightless Protection Mist, Intensive Nourishment Cream, Frizz Control Oil, Color Protect Milk, and Volumizing Hydration Foam. Each product is sulfate-free, further emphasizing the brand's commitment to clean beauty.

The Good Stuff provides custom-fit haircare while cutting consumption and waste by reducing water usage. The brand's tagline "every drop counts" embodies the notion of saving water. The "too good to rinse off" tagline communicates the product range's key message: its nourishing nutrients should be left in your hair to continue to protect it all day.

The design team faced the challenge of creating a mindful design that aligned itself with clean beauty ethics. With the contemporary millennial woman in mind — one who lives a conscious but busy lifestyle — they focused on the range's main strength: its unique formulation and custom-fit care. An easy-to-read iconography system was developed, highlighting the range’s unique features; from its eco-friendly formulation to its 100% PET recycled packaging and water-saving benefits.

The Good Stuff was launched in December 2018 and is available for purchase via Walmart and Target in the USA. The product range has been recognized for its innovation and design excellence, winning the Silver A' Packaging Design Award in 2019. This prestigious award is given to top-of-the-line, creative, and professionally remarkable designs that illustrate outstanding expertise and innovation.