Pinky swear

We take responsibility

Four Reasons is a Finnish beauty industry rebel that stands up for diversity. Our goal is to help everyone to feel great by just being themselves and to break the narrow mold of beauty one better hair day at a time.

A LIFE CYCLE BUILT ON RESPONSIBLE CHOICES

A hair product or even a visit to the hair salon is not a necessity. We can make do without them. But the truth is that we don’t want to. Because for most of us, hair is a big deal. Hair is a part of our identity, it plays a part in our mood, it is a way to express yourself. It’s important for many of us that our hair reflects what we feel we are.

That is why we don’t use just any old hair products. We want to do our part in promoting responsible production and sustainable consumption. Our long-term development work aims at creating products with a life cycle built on responsible choices that are based on sustainable development.

OUR ACCOMPLISHMENTS IN 2020

Yes, the grass is actually greener on this side. Even though it is life-long learning process to build as environmentally friendly business as possible, it never hurts to take a moment to celebrate what you’ve accomplished so far (and then continue working towards our objectives).

What have we accomplished in 2020?

#1 We provided support for professional hair stylists: free-of-charge online trainings, extended payment terms, decreased the minimum freight level, free-of-charge online shopping service to support additional sales
#2 We reached one of our important goals: Four Reasons products were renewed to be 100% vegan
#3 The packaging material of 57 different product items was replaced with bio-based, recyclable plastic
#4 Sales batch boxes were replaced with boxes containing 75% recycled cardboard and packaging tape was switched from plastic to paper tape

Okey, now it’s your turn. Take example and stop for a moment to think what was great in the past year: what did you accomplish, what made you glow?

Our sustainability goals

The UN Sustainable Development Program sets ambitious goals for solving the world’s greatest problems regarding the environment and inequality. Four Reasons is part of these efforts with every corner of its heart. Corporate social responsibility is an integral part of our business operations and our strategy. It’s daily choices and concrete actions for our shared future.

At Four Reasons, we have selected three themes from the UN Sustainable Development Goals that are relevant to our business operations and through which we can best impact matters that our stakeholders value.

In our sustainability work, we will focus especially on these themes:

Health and Well-being
Responsible consumption
Climate Actions

#1 People

At Four Reasons, we’re a family – noisy, composed, vivacious, funny, creative, sometimes a little odd. We’re all different.

You’ll fit in well.

#2 Passion

We do what we do with passion. It sparkles, grows and breaks the mold. It’s the courage to color outside the lines.

#3 Authenticity

We have the courage to be our real selves and do things our own way. Our products are beautiful to look at and even more wonderful to use. They are carefully made from high-quality ingredients, and they work.

#4 You

We know that life can be wonderful, sad, fun, boring, straightforward and complicated. We want to make your good hair days great and even the bad ones better. We want you to feel at your best just being who you are.

Environmental and Corporate Responsibility

#1

Health and Well-being

The beauty industry is among the most significant reasons for pressure related to the way we look: it produces advertising and imagery that is cut out for increasing our uncertainty and dissatisfaction with ourselves. Almost every hair and beauty brand tells you that you are enough and you are beautiful but also uses images of only a certain type of person, the type that fits into the very narrow mold of beauty used in their advertising.

The goal of the Four Reasons community is to break this narrow mold of beauty that we are forcefully squeezed into time and time again and help everyone feel great by being who they are.

Professional hair stylists play a key role in enabling the good hair days of their customers. However, the work of the hair stylist is often both physically and mentally straining. As a partner of professional hair stylists, we feel it’s our responsibility to ensure that hair stylists aren’t worn down by their work.

Our goal is to have the healthiest customers in the hair salon sector. In our operations, this means that we make choices that promote the financial, physical and mental well-being and health of professional hair stylists.

#2

Responsible Consumption and Production

Four Reasons products are made of vegan raw materials, and their packaging is as environmentally friendly as possible. The quality, safety and sustainability of our products is important for us. We engage in long-term work to ensure and develop the sustainability of our procurement chain, raw materials and packaging. Our goal is to enable sustainable choices for our customer, taking into account environmental aspects from the entire lifecycle of the product.

What we’ve done so far:
All Four Reasons products are 100 % vegan. Yes, not only our professional color lines and bleaching powders but also all of these product lines: : Four Reasons Original, Four Reasons Professional, Four Reasons No Nothing, Four Reasons Color Mask, Four Reasons Nature.

We do not test, and we do not have anyone else test Four Reasons products or their ingredients, on animals. In our products, we use raw materials from known European suppliers. According to EU legislation, testing these raw materials on animals has been banned since 2009.

By the end of 2020, 99% of our packaging were recyclable when empty and 35% of the plastic packaging of our retail products were either recycled or bioplastic. Cardboard boxes used in product shipments are also 85% recycled cardboard, the printed reclaimed paper used to fill the transportation boxes is 100% made of recycled materials and the packaging tape is recycled paper. Our shipments may not be the prettiest but it’s not our style to spoil the environment to please the eye – beauty doesn’t come in one shape and size, and this applies to packaging, too!

#3

Climate Actions

At Four Reasons, we participate in the global climate efforts and have a systematic journey planned towards carbon-neutral operations.

The shared climate goal of the entire Transmeri Group is to make its properties, transport and traffic carbon-neutral by 2035. The goal has been limited to include these three sections because decreasing the use of fossil fuels is the single most important way to stop climate change and in our operations, these areas are the best ways to affect the use of fossil fuels. Four Reasons aims to reach the goal faster than the speed of the Group, already by the end of 2029. Our primary action is always reducing the carbon dioxide emissions generated by our business operations but, if necessary, we will also compensate emissions caused by our operations or generate carbon offsets.

#4

Packaging that doesn’t harm the Environment

In our packaging, we use recyclable materials and promote their recycling by package labelling and sustainability communications.

Our goal is to replace all our plastic packaging with recycled and bioplastic or other more ecological packaging materials without compromising the products’ effectiveness and user experience.

OUR SERVICE PROMISE TO OUR CUSTOMERS

Hairdresser

For hairdressers we offer training that takes their skills and special needs into account and strengthens their professional identity, as well as easily accessible, friendly and competent customer service.

With our comprehensive service concept, we help hair salon business owners succeed in producing experiences of beauty, and succeed in their business activities

 

Consumer

For consumers we offer an empowering service experience that includes a personal hair consultation, hair salon services that support the experience of beauty and high-quality products, and competent product guidance.

With our beauty community, we help consumers to identify their strengths, see themselves in a positive light, and love themselves exactly as they are.

 

Distributor

For distributors we offer a comprehensive brand and service concept that includes high-quality products, an international beauty community, and training, marketing and sales promotion services.

With our brand and service concept, we help our partners to implement the brand experience in their own market and succeed in their business activities

Our Sustainability Report 2020

Are you one of those who’s eager to learn all about our sustainability efforts? Fantastic! Here’s our sustainability report for you to download

Want to learn more? Grab your phone and contact us:

Arto Välimäki

Director of International Business

A seasoned professional of the hair styling industry who puts his heart into what he does. A sense of humor that challenges the limits of good taste works as a nice counterbalance to Arto’s cold sales logic.

Arto Välimäki

Director of International Business

+358505596595 arto.valimaki@fourreasons.fi
Titu Salmela

International Marketing Manager

A flower-loving aesthetic with a maternal streak, Titu has a riotous sense of humor and an ability to empathize that is second to none. A bustling fairy godmother of events and dynamo of international marketing, Titu knows the company from top to bottom and is always ready to help.

Titu Salmela

International Marketing Manager

+358405551435 titu.salmela@fourreasons.fi
Mila Wels

Export Coordinator

The small power house of our exports team, Mila is meticulous and efficient, and armed with a sunny disposition. We admire Mila’s stunning sense of style and friendliness – her help is heartfelt. In addition to export documents, she takes care of her co-workers’ sprightliness with supreme confidence: Mila’s stick workout session is the high point of the week!

Mila Wels

Export Coordinator

+358405466974 mila.wels@fourreasons.fi

Export Logistics

Harri Holopainen

Supply Chain Manager

The relaxed and gentle guard of our warehouse, known for his quiet charm. A helpful and skilled systems wizard and master of logistics!

Harri Holopainen

Supply Chain Manager

+358201410400 harri.holopainen@fourreasons.fi

Marketing & Communication

Johanna Strömsholm

Head of Marketing & Communications

An energetic and sparkling bundle of joy who never runs out of ideas. A sharp and goal-oriented, tireless communicator, who also looks after people. The bigger the project, the better!

Johanna Strömsholm

Head of Marketing & Communications

johanna.stromsholm@fourreasons.fi
Henna Haapala

Social Media Content Creator

Henna is a super creative specialist of social media content, an empathetic, funny woman and multi-talent who can handle things both in front of and behind the camera. We look up to Henna’s relaxed attitude towards life, visual acumen, and positive approach to everything. She’s a source of good spirits to everyone around her!

Henna Haapala

Social Media Content Creator

henna.haapala@fourreasons.fi
​Mira Suurnäkki

Marketing Manager & Team Lead, B2C

Mira is our wonderful goddess of hair, bursting with emotion and never failing to surprise with her endless creativity. This sparkly and cheery persona and talented child of nature is a killer scrivener. A precise and discerning, hard-working bundle of energy!

​Mira Suurnäkki

Marketing Manager & Team Lead, B2C

mira.suurnakki@fourreasons.fi
Monna Viiman

Influencer Marketing Manager

The positive and sociable Monna can handle just about any task. An energetic specialist of influencer marketing, she is easy to approach and easy to get along with. Everything will be taken care of – this attitude carries you far!

Monna Viiman

Influencer Marketing Manager

monna.ranne@fourreasons.fi
Veikko Kastemaa

Creative Director

Easy to approach, Veikko has nerves of steel but a good heart. He is the artistic, thoughtful, and wise professional and creative genius behind our marketing team.

Veikko Kastemaa

Creative Director

veikko.kastemaa@fourreasons.fi
Heidi Kaijomaa

International Marketing Manager On family leave

The efficient and productive Heidi has a knack for languages and the most fantastic ability to keep everything under control. A diligent and systematic colleague endowed with a good sense of humor – a true team player!

Heidi Kaijomaa

International Marketing Manager

Marika Hagman

Digital Marketing Manager On maternity leave

“Feet on the ground” persona and calm on the outside, she is actually packed with spunk! A digital and social media guru with a great sense of humor. Marika is pure rock’n’roll.

Marika Hagman

Digital Marketing Manager

Product Development

Pia Immonen

Product Specialist

The conscientious and helpful Pia possesses nothing short of a treasure trove of knowledge about cosmetics and their raw materials. The soul of our office wins over everyone with her sunny and warm disposition and delicious cooking!

Pia Immonen

Product Specialist

+358447757522 pia.immonen@fourreasons.fi
Harri Paananen

Product Development Director

A master who prefers keeping a low profile. A charismatic speaker and chemistry wizard whose know-how and training skills are in a league of their own. A thinker with a good sense of humor, Harri is easy to ask for advice (in relation to cars as well as hair)!

Harri Paananen

Product Development Director

harri.paananen@fourreasons.fi

Education

Elisa Cavén

Head of Education

A talented and sunny queen of blond hair and lightening techniques. If there’s something Elisa doesn’t know, she will stop at nothing to find out.

Elisa Cavén

Head of Education

+358407567230 elisa.caven@fourreasons.fi
Antero Lahtinen

Master Educator

A consummate stylist and cutting guru, for whom haircuts are an affair of the heart. The easy-going and considerate “Antsa” is always fun to be around – in addition to hair, you may end up talking diets, for example!

Antero Lahtinen

Master Educator

antero.lahtinen@fourreasons.fi
Harri Paananen

Product Development Director

A master who prefers keeping a low profile. A charismatic speaker and chemistry wizard whose know-how and training skills are in a league of their own. A thinker with a good sense of humor, Harri is easy to ask for advice (in relation to cars as well as hair)!

Harri Paananen

Product Development Director

harri.paananen@fourreasons.fi
Markku Ruotsalainen

Master Educator

A universally loved teddy bear who always puts the needs of others before his own. An approachable, gentle, and encouraging recipe enthusiast who is easy to hug. Outside work, you may be able to catch Markku swimming in icy waters or running!

Markku Ruotsalainen

Master Educator

markku.ruotsalainen@fourreasons.fi

Administration

Jyrki Hakala

CEO

A warm-hearted, inspiring leader. A strong visionary who is also an affable, open-hearted person with a talent for listening. A straight-talking, trustworthy, and fair manager.

Jyrki Hakala

CEO