MEET THE FINDER: Yolanda Cooper Founder of WE ARE PARADOXX

WE ARE PARADOXX is the plastic-free haircare brand that does things differently. Environmentally responsible, socially conscious, and with haircare that is up to 97% natural, packed full of organic extracts and seriously performs. As well as being PETA-certified vegan, Leaping Bunny-certified cruelty-free, toxin-free and a proud supporter of 1% For The Planet. We speak to founder Yolanda about this disruptive haircare brand everyone is loving...
  • Tell us about your brand and how you came about?

Y: We use reusable aluminium packaging in place of plastic as it is far better for the environment, and it is vitally important that we all take responsibility for repairing the damage we have done to the planet. The collection came about following a lightbulb moment during which I realised that I was really careful about what products and ingredients I used on my face and body, but not about what I used on my hair and scalp! So I developed a collection of high performance, multitasking products that are free of toxins and up to 97% natural. The line is infused with powerful extracts native to Ireland including kelp seaweed, carrageen moss, red clover, Celtic salt, whiskey and hops.

  • What’s your biggest challenge as a brand?

Y: Honestly, I think it’s getting all the exciting innovations we’re creating, onto the market! We have so many product ideas that we know people will just love, so we’re always working at a million miles an hour to develop our concepts into viable products. Because we create all our products ourselves rather than just putting our name to someone else’s formula, this process takes time…but it is so worth it!

    • Tell us your favourite quote, mantra or best piece of advice

    Starting a business is daunting but you have to begin with the ultimate belief that your idea is worth it, and that you can achieve it. Without that, you won’t get anywhere!

    • Tell us your proudest moment as a business  

    Y: Seeing our products on shelf for the first time was an incredibly proud moment, and the first time someone recommended WE ARE PARADOXX to me, without knowing who I was…that’s got to be up there too! We are so proud of the haircare line we have created and it is an amazing feeling when we get positive feedback from others.

    • Who is your hero?

    Y: Richard Branson for sure. He is inspirational, such a self starter and so supportive of other entrepreneurs trying to forge their way in business. I love that he is clearly so smart and switched on, but hasn’t lost the wild, fun side of his personality as his businesses have grown.

    • What is your A LITTLE FIND?

    Y: It has to be WE ARE PARADOXX Hangover Hair Elixir! This lightweight hair oil is so versatile and I always carry it in my handbag to avoid any windswept, frizzy hair disasters! I even apply it to my skin when it’s dry, honestly, I can’t live without it!

    • Where are you off to on holiday this year?

    Y: I’ve actually recently returned from a lovely family holiday to Greece. I can never totally switch off from the business but it was so great to get some quality time with my husband Matt and son Jaxx as I travel a lot for work which means sometimes missing out on family time

    • What are your three favourite shops?

    Y: Of course A Little Find is one! Zara is my favourite high street store and I love Stella McCartney in London, particularly for its strong ethical values. Sustainability, environmental responsibility and animal protection are at the heart of WE ARE PARADOXX, so I really identify with other brands and stores who are working in the same way.

    • What three items do you never travel without? 

    Y: WE ARE PARADOXX Secret Weapon Conditioner as it is so restorative when you’ve spent time in drying aeroplane air conditioning; a sleep mask so I’m not disturbed when trying to grab a quick nap; and an aluminium travel coffee cup so I can avoid using single use plastic whenever possible. 

    • What is your best beauty or life hack? 

    Y: Embracing multi-purpose products is my ultimate beauty hack. This was really important to me when developing my WE ARE PARADOXX haircare line - where possible, each product should do more than one job. For example, our Game Changer Hair Mask can be used as a leave-in or wash out mask, on dry or wet hair; and can also act as a finishing balm to smooth flyaways and frizz. I even use it as a skin moisturiser! Rationalising your beauty products to multi-purpose heroes not only speeds up your beauty routine, but also saves space when travelling and in your vanity; and can usually save you money too!

    Now, let’s FIND Out About You

    • Wellies or Flip-Flops 
    • Bubble Bath or Hot Shower 
    • Spring, Summer, Autumn or Winter
    • Lipstick or Lip Balm
    • Cinema or Theatre
    • Paperback or Kindle
    • Yoga or Run
    • Pressed Juice or Cocktail
    • Serums or Oils - BOTH!

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