Innovation in the Salon: Why Cabello Foil Earned the WELOVE Seal of Approval
Date Published
.png%3F2026-02-23T13%253A55%253A55.652Z&w=3840&q=100)
At WELOVE Purple Hearts, we believe that the tools we choose are just as important as the techniques we master. Our community isn't interested in marketing hype; we are interested in performance, reliability, and professional standards.
That is why we are incredibly proud to announce that Cabello Foil has officially been awarded the WELOVE Purple Hearts Seal of Approval.
Who is the Innovator Behind the Foil?
Behind every great product is a professional who saw a problem and decided to solve it. For Cabello Foil, that person is Jonathan Bermudez.
As a working professional himself, Jonathan understood the daily frustrations of subpar tools—foils that slip, tear, or fail to provide the grip needed for precise, high-stakes colour work. He didn't just want to create another salon consumable; he wanted to create a tool that respected the stylist’s time and the client’s hair. His dedication to quality, sustainability, and inclusivity is what first caught our attention.
The Journey to the Seal: A Peer-Reviewed Process
The Seal of Approval isn't something we hand out lightly. It cannot be bought; it must be earned through a rigorous, peer-reviewed assessment process.
To ensure the product truly lives up to its promises, Cabello Foil was put to work in live salon environments. It was tested by real hair professionals on real clients, during busy Saturday shifts and complex colour corrections.
To pass, a product must receive high-level positive feedback across our four core pillars:
Performance & Reliability: Does it do exactly what it says it will, every single time?
Professional Ease of Use: Does it improve salon workflow and efficiency?
Sustainability & Ethics: Does the brand align with our values of responsible beauty?
Community Impact: Does it solve a genuine problem for the hair professional?
Cabello Foil met and exceeded expectations in all four categories. From the exceptional grip of the embossed texture to the eco-conscious, 100% recyclable materials, it is a product designed by a pro, for pros.
Read more about Cabello Foil
A Message to Industry Innovators
The success of Cabello Foil is a testament to what happens when a hair professional decides to lead with confidence and create something 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! 💜