The WELOVE Seal of Approval
Earn the mark of tried and tested excellence. The WELOVE Seal of Approval demonstrates your commitment to quality, safety, and professional standards.
The WELOVE Seal of Approval tells professionals and consumers that your brand has been vetted by the experts, Hair Professionals themselves, in live working environments, and meets the highest standards of quality, safety and performance.
Approved by professionals, trusted by clients
When your products carry the WELOVE Seal of Approval, it signals to hair professionals that your brand aligns with their values. It tells their clients that the products used on their hair have been vetted by experts. In an industry overwhelmed with choice and without mandatory regulation, the Seal of Approval provides a trusted mark of quality that sets your brand apart. *Trademark Pending
- Professionally evaluated and approved
- Trusted by Purple Heart professionals
- Recognised by safety-conscious consumers
- A competitive advantage in the market
Our Four Pillars for Approval
Performance
Verified in live salon environments by our Performance Panel of hair pros.
We verify excellence through practical review in live salon environments, ensuring every product or tool meets the rigorous demands of real hair professionals. By assessing results on diverse clients and hair types, we provide a benchmark for high-performance standards that guarantees reliability, efficiency, and exceptional finish behind the chair.
Sustainability
Evaluated for eco-conscious impact by our dedicated Sustainability Ambassadors.
We look for a genuine commitment to the planet through eco-conscious manufacturing, plastic-free or recyclable packaging, and energy-efficient technology that meets the standards of the modern, green-thinking professional.
Safety
Cross-referenced with industry-standard safety data and manufacturer guidelines.
We verify product reliability by reviewing ingredient transparency and ensuring all tools or formulas are accompanied by clear professional safety instructions. Our benchmark prioritises the physical wellbeing of the stylist and the welfare of the client by cross-referencing industry-standard data and modern analytical tools to ensure every recommendation is backed by a commitment to safe, professional practice.
Innovation
Championing creative solutions from across the industry, with a focus on problem-solving tools.
We celebrate true advancement in our craft, identifying pioneering technology or unique features that allow stylists to push the boundaries of modern hair artistry and salon efficiency. We believe some of the most powerful innovations come from within the industry itself; we actively champion hair professionals who find their own solutions to "behind the chair" challenges, supporting the grassroots creativity that drives our profession forward.
What We Evaluate
Formulation & Ingredients
Safety Standards
Performance Testing
Ethical Practices
Professional Support
Business Practices
The Application Process
Earning the Seal of Approval is a thorough but straightforward process.
1. Application
Submit your application with product information, ingredient lists, and supporting documentation.
2. Initial Review
Our team reviews your submission and may request additional information or clarification.
3. Product Testing
Selected products are tested by Purple Heart professionals in real salon environments.
4. Decision
Based on our evaluation, we award the Seal of Approval or provide feedback for improvement.
Calling all Innovators & Problem Solvers!
Have you developed a tool or product that solves a real frustration behind the chair? Whether you’ve engineered a new way to section, a smarter ergonomic tool, or a revolutionary formula, we want to hear from you. At WELOVE Purple Hearts, we believe that budgets should never, ever be a barrier to innovation. This is about hair professionals supporting hair professionals. If you are an independent creator or a small business owner within our industry, we want to help you get the recognition you deserve. Don’t let a lack of corporate funding stop you, this is about hair pro's supporting hair pro's—let’s grow your brand together. We offer:
- Heavily reduced rates for the Seal of Approval application.
- Personalised, targeted offers to help you reach our global community.
- Support in any way we can offer
What you get with the Seal
The WELOVE Seal of Approval provides tangible benefits for your brand. Beyond the mark itself, you gain access to our network and the credibility that comes with professional benchmarking. Approved brands are featured on our website, promoted to our members, and invited to participate in our events.
- Use of the Seal on packaging and marketing
- Listing on our Trusted Brands page
- Promotion to our member network
- Invitation to events and ceremonies
- Access to Purple Heart professionals
Frequently Asked Questions
How long does approval take?
Typically 8-12 weeks from complete application submission to decision, depending on the scope of products being evaluated.
What if my products are not approved?
We provide detailed feedback on areas for improvement. Many brands reapply successfully after addressing our recommendations.
Can I apply for specific products only?
Yes, you can apply for the Seal for your entire range or specific product lines. Each product line is evaluated separately.
How is the Seal renewed?
The Seal is valid for one year and requires annual renewal with a simplified review process for continuing brands.
Are you a Hair Professional?
You know quality better than anyone. If there’s a product you can’t live without, tell us about it. Help us award the WELOVE Seal of Approval to the brands that truly deliver in the chair.
Related Seal of Approval Posts
.jpeg%3F2026-03-24T15%253A26%253A50.085Z&w=3840&q=100)
WELOVE Purple Hearts awards the Seal of Approval to Lilly Hilt Academy! Discover our new global partnership and the Art Director course—expert training in Fashion Weeks, session ha
Discover why JENA is the top-rated booking app for solo hair pros. With no commissions, no marketplace fees, and a flat £19/month. See why JENA earned the WELOVE Seal of Approval.
Discover why Easydry Compostable Towels passed our peer-reviewed assessment. Learn about the four core requirements for the WELOVE Seal of Approval.
.png%3F2026-02-23T13%253A52%253A54.102Z&w=3840&q=100)
Discover why Cabello Foil passed our peer-reviewed assessment. Learn about the four core requirements for the WELOVE Seal of Approval and how we support innovators.
Apply for Seal of Approval
Complete the form below and our team will be in touch.