evo brand book 2024

why evo?

evo is a full concept professional haircare brand made for stylists and found wherever good hairdressers are stocked.

we’re a family owned and operated, aussie born and raised brand that has been providing salons across the globe with top-notch professional haircare since way back in ’05.

we’re here to give anyone and everyone good hair… no miracle cures, gimmicks, hyped-up ingredients or answers to love, life and other woes… just high quality, professional haircare that speaks the truth with personality.

mission

in an industry awash with over-inflated truths, big brand baloney and unrealistic standards of beauty, evo came to be… the first professional haircare brand to speak the truth with individuality and integrity.

today we’re continuing our quest to grow and protect the hairdressing industry by providing salons across the globe with honest products that put performance, people and the planet first.

from humble beginnings to big ideas, our mission has always remained: saving ordinary humans from themselves™

we challenge the status quo

* to make people think for themselves

* to inspire change for the better

* with honest products that respect people and the planet

values and philosophy

our core values of integrity, simplicity, innovation and personality underpin everything we do.

integrity

we stand for what we believe inhonest products that respect people and the planet.

simplicity

we simplify. we demystify. we make products that are easy to understand and simple to use.

innovation

we think differently, push boundaries and inspire change for the better.

personality

we’re serious without taking ourselves too seriously.

doing the right thing

at evo, we want to bring about change for the better and create a movement of freethinkers who care about doing the right thing. here is how we are lending a helping hand and trying to do better every day…

gimmick-free

we don’t add hyped-up ingredients just for label claims, greenwash or demonise ingredients.

carbon footprint

we offset our operational greenhouse gases by purchasing certified carbon credits and utilise solar at a manufacturing level for certain ranges. we also own an allotment of trees that allow us to further offset emissions.

free from

our ranges are free from sulfates, parabens, dea, tea, propylene glycol and gluten… to make your day a little safer.

friends of the forest

our brushes are made from forest stewardship council® certified hardwood (fsc-c120918), and we use fsc® certified paper for our printed materials.

tested on humans

we don’t test on our furry friends (humans only) and we have the cruelty-free peta accreditation to prove it.

vegan

we are predominately vegan, with the exception of 3* products.

* box o’ bollox, cassius and crop strutters contain beeswax and/or lanolin.

packaging

evo bottles are made from pcr (post-consumer recycled) plastic so that we’re producing less virgin plastic. plus, we’ve designed our packaging mostly square so that bottles can be tightly packed into shippers to further reduce our carbon footprint. where possible, we opt for infinitely recyclable glass bottles and aluminium.

greener salons

we partner with organisations like green circle salons so that together we can help to reduce and repurpose waste for a more sustainable professional haircare industry.

helping hand

we donate stock to homeless shelters, charitable organisations and indigenous communities. we proudly support short back + sidewalks who provide haircuts to those experiencing homelessness, free of charge and free of judgement.

every time you purchase a bottle from evo, you’re helping stop ocean-bound plastic pollution while providing collectors with a path out of poverty.

for every evo bottle sold, plastic bank collectors retrieve the same amount of ocean-bound plastic.

plastic is then recycled to give it a second life and re-enter the global supply chain.

collectors are empowered to use plastic waste as currency to secure income and lifeimproving benefits.

FAREWELL to the DEFINITIONS , FILTERS , and LIMITS . the TIME is NOW . let’s CELEBRATE the WHOEVER , WHATEVER , WHENEVER . PRAISE the PERSONALITY , EMBRACE the INDIVIDUALITY , rejoice in the GOOD TIMES and GOOD HAIR . WOES not INCLUDED .

our ranges

evo is unlimited.

there truly are no limits to what a salon can do with our full concept portfolio. we’ve got everything you could ever need from basin to beyond:

* a limitless palette of out-of-this-world colour

* a unique customised colour maintenance system

* an infinite care and style collection for every hair type

* education, love and community to push yourself beyond the boundaries

our compact ranges are made for anyone and everyone, they are easy to understand and simple to use. you won’t find unnecessary, over-marketed ingredients, imaginary technology, myths or gimmicks, just products that perform to our crisp standards.

evo tools

evo care and style

evo travel

fabuloso platinum blonde toning fabuloso colour boosting fab pro customised colour maintenance

professional

top drop treatments

hue-verse permanent colour and demi-permanent gloss

bottle blonde lightening

fab pro direct dye

staino intense direct dye

all of our products are designed to be mixed, matched and layered to provide complete care, style and colour freedom.

evo brushes and combs are manufactured with an environmental conscience. made with wood from well-managed forests.

evo fabuloso toning essentials and colour boosting treatments tone/ refresh, revive and add shine to colour-treated hair in just 3-minutes.

**

take evo fabuloso straight from shelf to shower to keep colour-treated hair toned, vibrant and healthy in-between salon visits.

vegan / gluten-free / gimmick-free / tested on humans

colour boosting

for dull, dry, colour-treated hair

revives hair to intensify and extend the life of colour-treated hair refreshes

colour in 3-minutes

nourishing treatment softens and conditions hair

restores and maintains moisture balance to reduce frizz and give brilliant shine

colour toning for blonde, lightened or grey hair

neutralises unwanted brassy tones

refreshes and brightens colour treated blonde hair

nourishing ingredients revive and add shine

in-salon treatments

professional hairapy

what is top drop?

top drop is evo’s new range of professional in-salon treatments, available in hydrate, repair, platinum blonde and scalp that dish up instant hair gratification quickly, simply and effectively while respecting people and the planet.

what makes top drop treatments unique?

instant results

each treatment provides results that can be seen and felt instantly. simply spray on the hair, comb through and rinse… no extra time required for you or the client.

ultra-concentrated

we could have used imaginary technology to make these products sound fancy but we haven’t. it’s the high concentration of active ingredients that give epic results. no bs required.

simple no boosters or over-complicated systems in sight. top drop treatments are easy to understand and simple to use.

just how good are the results?

we did some tests on some humans and we did some tests with some fancy machines (because we know how much everyone likes the cold hard facts) and the results came back like this...

top drop hydrate concentrate leaves hair with 48% less frizz*

top drop repair concentrate improves combability by 83%*

top drop platinum blonde concentrate instantly reduces brassiness with results being seen for up to 6 washes*

top drop scalp instantly soothes the scalp to reduce inflammation and irritation.

all treatments preserve colour vibrancy for up to 12 washes… we think that’s worth talking about.

*based on instrumental colour longevity, hydration, combability on dry hair, and anti-yellow test results conducted in 2021 for evo.

a complete range of ammonia-free permanent colour and demi-permanent gloss that provides out-ofthis-world performance without compromise.

PERFORMANCE WITHOUT COMPROMISE

performance

we’re here to empower colourists with a complete colour portfolio that doesn’t contain imaginary technologies, hyped-up ingredients or overcomplicated systems, only hardworking formulas that offer...

complete coverage

long-lasting results

superior condition out-of-this-world shine

unique viscosity less sensitivity simplicity

squeaky clean

we believe in creating honest

products that respect people and the planet. we left the bad stuff out and put more clean stuff in because it’s the right thing to do and it didn’t compromise on performance.

What’s OUT

ammonia

ppd resorcinol

silicones

sulfates

parabens

mineral oil

What’s IN

organic avocado oil

organic yellow chamomile extract

organic sunflower seed oil

coconut oil

plant-derived glycerin

allergen-free fragrance

vegan + cruelty free

permanent colour

89 cream-based ammonia-free shades that provide out-ofthis-world performance.

free from ammonia, ppd and resorcinol

complete white hair coverage

vibrant, uniform and longlasting results

up to 4 levels of lift unique viscosity for superior adhesion

low levels of allergen-free fragrance

perfectly complemented by demi-permanent gloss shades

100ml tube

1:1.5 mixing ratio

35 mins processing time

*50 mins for high lift

demi-permanent gloss

62 zero-lift, liquid shades that provide vibrant tone-on-tone results.

free from ammonia, ppd and resorcinol

even and vibrant toneon-tone results

zero-lift, acidic formula doesn’t break the base blends greys

low levels of allergen-free fragrance

perfectly complements permanent colour shades

liquid and cream developer for different application methods

60ml bottle + 350ml clear

1:1 mixing ratio

20 mins processing time

THE SWIFTER LIFTER

the one that puts performance first, the ever-reliable for all lightening situations.

a professional lightening portfolio including a powder lightener, clay lightener and colour remover that provides maximum lightening power and flexibility with clean, even blonde results while respecting people and the planet.

better performance.

we put performance first so colourists can achieve complete lightening flexibility and epic lifting power with clean, even blonde results.

better for the people.

all formulas are fragrance-free to reduce scalp irritation and sensitivity during the lightening process. plus, they’re vegan and cruelty-free.

better for the planet.

we’ve used refill bags to help reduce plastic waste and formulated without petrochemicals, like mineral oil. instead, we use better for the planet ingredients like isopropyl myristate, guar gum and kaolin.

powder lightener clay lightener colour remover

concept

a powder lightener suitable for all lightening applications that evenly lifts up to 9 levels while preserving hair strength and moisture.

level of lift up to 9

application

on-scalp, off-scalp, foil techniques

development time up to 45 minutes

concept

a clay lightener for creative and precise free-hand lightening that evenly lifts up to 8 levels while preserving hair strength and moisture.

level of lift up to 8

application all free-hand techniques

development time up to 45 minutes

concept

a colour remover for the removal of direct dye, demipermanent and permanent colour.

removal level

strong: 20 vol

softer: 10 vol

application

bowl + brush

development time up to 30 minutes

the unique customised colour maintenance system that complements any colour service to protect salon retail.

with fab pro you have the power to perfectly match and maintain any hair colour, in-between salon visits with a customised colour maintenance conditioner.

the system

1. customised colour maintenance

use fab pro direct dyes to create customised colour maintenance conditioners that perfectly match and maintain any permanent, demi and semi-permanent colour in-between salon visits.

2. colour services

mix fab pro direct dyes together to create an unlimited array of semi-permanent colours with natural tone and shine to: colour refresh, fill, tone and create pastel shades.

* direct dye * ammonia-free * peroxide-free *

why fab pro?

one of a kind fab pro is the original customised colour maintenance conditioner. it’s the only system that gives colourists unlimited colour freedom to perfectly match any and every in-salon colour with a customised conditioner.

an essential service fab pro is an essential part of any colour service. it completes the full salon prescription. every client should be leaving every colour service with a customised take-home conditioner to keep their colour looking fresh in-between salon visits.

protects salon retail colourists don’t just hold the keys to hearts, they also hold the keys to repeat salon business. as the only ones that can perfectly match their clients colour, they are keeping clients satisfied and buying direct from the salon… win, win.

a colour palette of 10 super-bright, intense direct dyes and a clear. staino is fully intermixable for customised, long-lasting colour and shine.

* intense direct dye

* 10 super-bright shades plus a clear (120ml/4.6oz. tube)

* fully intermixable

* longer lasting results → up to 50 washes

* nourishing ingredients provide added shine

* fades true-to-tone

* maintain with an intense customised colour maintenance conditioner

salon community

we distribute our brands through the very best salons and our products are found wherever good hairdressers are stocked.

our community of evo salons and stylists:

* are creative, free thinking people full of personality and flair

* are professional and self motivated with integrity, individuality and innovation

* are serious about their profession without taking themselves too seriously

* are passionate about the salon industry, education and inspiring change for the better

* share our vision to be part of an honest beauty industry that respects people and the planet

flipped hair

mr burrows

harris gibbs

birmingham

education

evo education helps salons meet our crisp standard of professionalism and dishes out the good stuff including:

fundamental product how-to’s

creative styling

cutting techniques

colour mixology

creative colour

virtual webinars

hue-tube series

our sessions are designed to get you juiced up with practical yet imaginative techniques that can be used on the salon floor.

we help you be the best you can be. you’re the talent, we’re just the something extra that helps bring out the best bits... flavouring you, like your own personal hot sauce.

education

conquer the combo

blow with the flow

knowledge

knowledge master

pigment party

base coat certification

fundamental

one stop chop

shade shifter

light side of life

not for the paint hearted

creative

take shape

cut both ways

do or dye

you know hue

cutting styling

colouring

love salon rewards program

love is more than just a rewards program… it’s a partnership… it’s a sense of respect and appreciation for our finest and dearest, our greatest loves…

rewarding rebates* product rebates to drive your backbar and stations. the right rewards to prove we’re not a pyramid scheme.

even better education*

fundamental and creative in-salon training from our expert team backed with exclusive access to studio and virtual workshops to keep your creative juices flowing.

salon evo-angelist

we’ll train and mentor evo advocates in your salon to become ‘evo-angelists’ who can share the evo love with your team and network.

exclusive branding & pre-market releases

direct access to marketing assets, toolkits and pre-market product releases.

networking, events & competitions

industry-focused events, networking opportunities and competitions designed to keep you connected and inspired.

hand-in-hand engagement

direct, round-the-clock support (love@ evohair.com) and biannual health checks to help your business grow and succeed. it’s like dating a doctor.

you can’t spell love without e-v-o. join love. apply online at evohair.com/pro

*conditions apply depending on your love base level

sharing the love

we use our channels to share evo with our free-thinking hair community. everything we do is designed to spark creativity, conversations and fun.

together, we have a powerful voice. together, we can be a part of an honest beauty industry. get involved by following our channels. for all:

/evohair — @evohair — evohair.com — youtube/evohairproducts

just for the pros:

@evopro — evohair.com/pro for all print, digital and social toolkits

in the media

marie claire hair awards

2020

“we guarantee you’ll end up on better terms with your curly hair after using this. the hold is neither crispy nor sticky and the fresh floral scent deserves a special mention, too, as it’s like you’ve misted your hair in perfume.”

marie claire

healthy hair awards

2023

“this heat protector is a classic and a favourite of mine. it does exactly what it promises: it protects hair from heat damage, it smells beautiful and there’s no build-up.”

prevention

“as someone with fine hair, my ends tend to be super dry and brittle, but my scalp is oily. this was the perfect post-shower treatment to help balance my strands and protect them from heat.”

purewow

the indie beauty awards

gentleman’s journal grooming awards

2020

“this evo shampoo helps my hair feel healthy and hydrated. the shampoo is zesty, fresh and the branding is quite witty, too. evo describes itself as ‘smart-thinking’, and i couldn’t agree more.”

gentleman’s journal

“three minutes is all it takes to bring blonde hair back to life, remove yellow tones and leave hair looking soft and shiny.”

prevention

healthy hair awards

2023

stylist beauty awards

2023

“aside from smelling heavenly, the silkiness and shine that remain after rinsing – plus the effective and uniform toning results – make this a real colourrefreshing winner!”

stylist uk

“by promoting honesty and cohesion, evo is bringing a new age of inclusive hair care that helps reduce beauty’s carbon footprint.”