In many parts of the world, there is a growing desire from consumers to purchase products that are sustainably sourced. Therefore, be that the fruit and vegetables in your weekly shop or haircare products purchased, the desire for responsibly and ethically sourced products is growing in importance.  

The haircare industry has long been held to exacting standards by its customers.  The ability to guarantee the provenance of a product can help elevate companies in a marketplace and industry that has grown considerably since the Covid-19 pandemic. 

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As a company, Great Lengths has been an industry leader since its inception in 1992. The last three decades have seen the family-owned hair extensions business construct a traced, integrated and independently owned production chain. This ensures, along with technological advancement and craftsmanship expertise, a business that is run along ethical and sustainable lines. 

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The company sources their raw materials in India, with a factory in the country responsible for quality control and the initial steps of the production process. The next steps of the process are handled in Nepi, near Rome, as the final products are created with a blend of Italian craftsmanship and increasingly state-of-the-art technology. 

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Utilising the Remy Hair and Double Drawn methods, the company produces over 90 different shades of hair extensions, as they aim to bring added confidence to a customer with hair that can add volume, or change the appearance and colour of a haircut.  Stylists are only allowed to work with the company’s hair extensions if they have been trained in how to utilise them correctly. This further adds to the company’s reputation which has been burnished by working alongside celebrity stylists, such as Rossano Ferretti, as well as Nikki Lee and Riawna Capri from Nine Zero One salon.

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Great Lengths is renowned as the world’s leading producer of ethical hair extensions. The importance of an industry leader embracing the challenge of greater sustainability in the industry can not be underestimated. 

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In early 2022, the company became the first business in their industry to achieve B-Corp certification. The achievement results from elevated ethical responsibility, which involves Great Lengths implementing a strategy that promotes responsible, transparent governance, a sense of belonging in their community, and an awareness of the environment.

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The company ranked in the top 5% of businesses in the environment category, thanks to the implementation of a water recovery system.  This is complemented by a renewal of their Italian production centre, which will help to optimise the company’s energy sources. 

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Away from the day-to-day running of the business, Great Lengths has established a partnership with the Little Princess Trust. The partnership involves used hair extensions being donated to the trust and repurposed as free natural hair wigs for children and adults up to the age of 24, who have lost their hair due to cancer treatment or other conditions. 

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Consumers still do not know a lot about the hair extensions industry, but that is sure to change as Great Lengths continues to inspire change and raise industry standards.

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