Case Study: Paper Not Foil achieves rapid salon adoption and sustainable market expansion with Timely

Paper Not Foil – A Sustainable Solution for Hair Salons

Paper Not Foil, founded by Amanda Buckingham, is a sustainable hair-colouring alternative created to tackle the salon industry’s heavy aluminium waste. Amanda discovered salons were using large amounts of tin foil (her salon averaged 1.5 km per month) with less than 10% recycled and problematic disposal processes, so she developed a greener option that removes toxic byproducts and reduces landfill impact.

The product is made from recycled construction calcium carbonate bound with a degradable food resin, and is reusable, compostable, recyclable and fully degradable. It’s sold in pre-cut sizes, is easier and quieter to use, lighter for clients and cheaper for salons. Salons and clients have given overwhelmingly positive feedback, some clients seek out or will pay more for the service, and the brand is expanding across NZ, Australia and into the UK with distributor pre-sales and growing adoption.

Paper Not Foil

Amanda Buckingham

Creator