Refoil wins best new business

Meshing the creativity of hairdressing with a sustainable approach to foiling has brought awards glory to Refoil at the Hair Expo Awards. The young company, which has not only tasked itself with converting the industry to its recycled aluminium foils but aims to get everyone recycling all aluminium used in salons, won the Best Business Performance of the Year title at the awards on 10 June. Launched by colourist Paul Frasca and his partner, Ewelina Soroko, in February 2012 Refoil has had a huge impact on hairdressers’ attitudes and behaviour in the almost 1.5 years since. Before Refoil, Australian salons recycled just one per cent of their aluminium, sending the rest to landfill, where it can take 500 years to degrade. But Refoil’s tongue-in-cheek How Big Are Your Balls campaign has highlighted this eco-disaster and even got salons competing to see who can make the biggest balls of scrunched-up foil. In just a few months the number of salons using Refoil and recycling all their aluminium has shot up. ‘We put education at the heart of our business,’ said Paul, who was invited on to the Australian Hairdressing Council panel of experts for its Better Business Seminar at Hair Expo. ‘It has been crucial that colourists and salon owners understand buying Refoil is about more than recycling all the scrap aluminium already out there, but also about creating sustainable businesses that consider the planet as much as profit.’ Earlier this year, Refoil signed with Orb Distribution, which specialises in promoting luxury eco-brands, so it could reach more businesses and free up Paul to concentrate on educating salons to be more sustainable. It now counts tops salons such as Heading Out, Stevie English and Suki Hairdressing as clients.