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The Seal of Approval

Sustainable Innovation: Easydry Compostable Towels

Date Published

Easydry

Why we’re backing Easydry: The Hair Professionals' Perspective

At WELOVE Purple Hearts, we know that the tools we use are just as important as the skills we’ve spent years mastering. But let’s be honest, our industry is flooded with products making big claims, and it’s exhausting trying to figure out what actually works (decision paralysis is real!). We all want to run more ethical businesses, but we can’t do that if the performance isn’t there.

That’s why our community relies on recommendations from people who have actually done the work. We are so proud to announce that Easydry’s compostable towels have been awarded the WELOVE Purple Hearts Seal of Approval—a badge earned through extensive, live environment testing by hair professionals.

Solving the "Laundry Mountain"

Behind every great product is someone who saw a problem and fixed it. For Easydry, that was Anne Butterly. Over twenty years ago, Anne looked at the endless cycle of washing, drying, and folding cotton towels and saw how much it was draining our salons. Between the skyrocketing utility bills and the constant physical graft, the "laundry mountain" was a massive inefficiency. Anne’s solution was to create a luxurious, FSC-certified towel that feels premium for the client but is entirely sustainable. It’s about working smarter and more efficiently, without losing that high-end salon feel.

Tried, Tested, and Approved by Stylists

The Seal of Approval isn’t a badge that can be bought; it’s a peer-reviewed recommendation (we only share it if WELOVE it!). To earn it, Easydry had to survive real-world testing in busy salons, used on real clients during intensive shifts. To pass, the towels had to impress our stylists across four key areas:

  • Performance: These towels really hold their own under pressure. They are 3x more absorbent than cotton towels , which is a total game-changer for speeding up blow-dry times.
  • Easier Workflow: Innovation should give you your time back. By cutting out the washing machine, Easydry lets us focus on our creative work and our clients, rather than being stuck in the back room doing chores.
  • Ethics & Sustainability: We need transparency. These are 100% compostable and sourced from responsibly managed forests, so you know your ethical choices are backed by real standards. A 6-person salon can save up to 144,000 litres of water per year by removing towel laundry. Easydry are the only towel with a trio of compostability certifications, OK Compost Home & OK Compost Industrial and Seedling Certification.
  • Value for Money: We look at the bottom line.You only need 1 Towel per service, which helps save so much on energy and time, these towels are a genuinely smart investment for any salon owner. A 6 person salon can save up to £6,463.57 annual savings through reduced energy, water and labour costs.
Ued Easydry Compostable Towels being used for colour clean up during prep for a WELOVE Art Team photoshoot
“The absorbency of Easydry towels is incredible; you truly only need one per client. They have a lovely softness that ensures the client feels comfortable throughout the service. I often dry them out to reuse as cleaning cloths or for keeping my hands tidy during colour applications. Clients even enjoy taking them home to use again. Because they are fully compostable, they create a perfect, sustainable cycle for the salon. 💚”

— Laraine Rose SSRH CCH, WELOVE Lead Sustainability Ambassador

“From the beginning, this was about solving a real, everyday challenge in salons. The constant cycle of washing towels takes time, money and energy away from where it should be spent — on clients and creativity. Hearing directly from professionals who have tested Easydry in busy salon environments and chosen to stand behind it means a great deal. Their experience reflects exactly what we set out to achieve — a product that supports how salons work, delivers on performance, and meets the growing expectation for more responsible practices.”

— Anne Butterly, CEO & Founder of Easydry

The Verdict

"I’m always looking for tools that respect our time and protect the planet. It makes me so happy to find a product that solves a massive salon headache while staying true to those values." — Rae Elizabeth Palmer, WELOVE Founder Easydry towels absolutely blew us away. From the incredible absorbency to the peace of mind that comes with being fully compostable, this is a tool truly built by professionals, for professionals.

Easydry Compostable Towel featured in a WELOVE Academy in person class
Easydry Compostable Towel in a salon station ready to be used for a client
Easydry Compostable Towel in a salon station ready to be used for a client
Ued Easydry Compostable Towels being used for colour clean up during prep for a WELOVE Art Team photoshoot

Read more about Easydry Towels

Easydry

A Message to Industry Innovators

The success of Easydry is a testament to what happens when a brand decides to lead with purpose and disrupt the industry for the better. Are you a brand owner or a stylist with an innovative tool or product? We want to help you prove its worth to the industry. We offer a transparent pathway for validation, including reduced rates for independent innovators because we believe budgets should never be a barrier to excellence.

What the Seal Is (and Isn’t)

It is important to understand what this endorsement means for our community:

  • It IS a mark of professional trust. It tells you that your peers have tested this tool and found it to be superior.
  • It IS an acknowledgement of innovation and quality.
  • It IS NOT a paid advertisement
  • It IS NOT a permanent guarantee. We continue to monitor feedback to ensure standards remain high.
  • Is it NOT a governing body endorsement.

Want to see your product earn the Seal of Approval?

Find out more about our assessment process or contact us at info@welovepurplehearts.com to start the conversation. Congratulations to Jonathan and the entire Cabello Foil team for setting a new standard in salon excellence! 💜

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