Here at Salons Direct, we love bringing you closer to the brands you work with day in and day out. In this month’s edition of ‘Brand Spotlight,’ we speak to the team behind Procare to discover more about the brand and what led them to create their bestselling hair colour foils, wraps and dispensers.
Everything you need to know about Procare foils
Since its launch, Procare has grown to be the leading manufacturer of hair foils, dispensing systems and alternative colour placement products in the UK & EU and also the number 1 selling hair foil brand in the UK.
The team work hard to make sure Procare products are always innovative, intuitive and effortless to use for consistent results every time. The UK leads the way in global hairdressing, and Procare plays a part.
By working closely with their partners in the industry and continually investing in their production operation, Procare creates products that consistently go above and beyond, like the 24*7 Dispensing system – the world’s only fully automatic hair foil dispenser that stylists just can’t be without. All Procare products go through rigorous quality control to make sure they work with the latest colours and bleaches. From responsibly sourcing materials right through to second-to-none service and aftercare.
A moment with the Procare team…
Tell us more about how and why Procare began.
It was a happy accident for us, our sister company Wrapex manufactures films, foils and baking papers for the catering sector, and back in 2003, we acquired a company to grow our catering business. This newly acquired company also supplied a limited number of customers with hair foil (hairdressing was a sector we hadn’t considered previously), so we investigated further and decided to invest in a new design and to improve the formulation of the product, specifically to suit the colouring agents used when bleaching or colouring hair.
We instantly fell in love with the hairdressing industry and the exciting possibilities it offered us. The Procare brand grew rapidly, and we haven’t looked back. Fifteen years later, we now offer a full complement of foils, dispensers and alternative colour placement products such as Meche, Ultralight Foam Wraps and Balayage Films and Dispensers.
How does Procare stay competitive within the industry?
We work incredibly hard to source the right materials and to achieve the consistently high quality that we are known for. We manufacture here in the UK and are rigorous in our quality control and manufacturing process. We also have a brilliant team in our office and production facility who work amazingly well together – which means we run a tight but happy and productive ship.
“WE CONTINUALLY REINVEST INTO THE BUSINESS, SO WE CAN BENCHMARK A BETTER WAY OF WORKING FOR OURSELVES – AND – OUR WHOLE INDUSTRY. WE HAVE A RESPONSIBILITY TO OUR PEOPLE, OUR INDUSTRY AND TO THE PLANET. WE WORK HARD TO DO THE BEST WE CAN FOR ALL THREE.” – Bryony Barlow, Commercial Director
How have trends within the colour application business evolved over the years?
We aren’t hairdressers, but take our lead from the creative challenges and demands set by the movers and shakers in the industry, the hairdressers and colour technicians who actually work with our products – how colour is placed in the hair, the method of application and the results they are looking to achieve.
A great example is a recent rise in popularity of freehand colouring methods such as ombre, balayage and foliage, which led directly to us developing balayage films and a dedicated dispensing system with the world-renowned balayage expert Jack Howard.
Jack helped guide us with his ideas for a film that would be ideal to work with. We then sourced, formulated and manufactured the perfect film for colour application. It works effortlessly with our robust balayage dispenser (simply pull and press for a perfectly cut film at whatever length suits you) and is the professional alternative to using food-based films, which can be hard to cut and work with. We were able to draw on Jack’s expertise and knowledge to create something both he and Procare are truly happy with and which our end users have given us nothing but positive feedback.
What do you think sets Procare apart from its main competitors?
We are genuinely dedicated to providing the best quality products and maintaining our consistency. We source ethically and in the most sustainable way we can. For the hairdressers and colour technicians who use our products, we believe our dispensing systems really do make a difference to their working practice, eliminating the hassle of foil preparation and saving them time and money whilst reducing wasted products.
Using the 24*7 Fully Automatic Hair Foil Dispenser, for example, means that time spent prepping foil is virtually nil, up to 99 foils are perfectly dispensed with a simple press of the start button, and wastage becomes a thing of the past.
What has been the brand’s greatest success?
Acceptance into the hairdressing market spurred us on and helped us achieve more. We have the most amazing distributors who really welcomed and supported us, and the colour technicians and hairdressers who use our products have inspired us to create new innovations, which have then been beneficial both for them in the salon and instrumental for us in furthering our brand.
Maintaining quality has definitely been key and is something we work on constantly; we never, ever go for the cheap or easy option. We source, buy and manufacture the best we can. A quality foil not only gives peace of mind when working with colouring agents but also allows the user to focus on the working method, effectively forgetting the foil and giving the freedom to create. Procare foils are specifically formulated to be safe when working with colouring agents and to allow you to get closer to the root.
Why should people use Procare?
For peace of mind and creative freedom. We are British manufacturers (our Bristol-based warehouse, office and manufacturing plant employ over 50 people) who source ethically. When you buy from Procare, you know the quality will be exceptional, and on the rare occasion you experience a problem, you know where we are. We answer the phone, and we sort it for you.
What are your best-selling products?
Without a doubt, the 24*7 fully automatic hair foil dispensing system and refill foils. Foil remains the preferred method of colour application due to its’ heat retention, flexibility, creativity (in terms of placement etc.) and a secure hold during development. Our key tip to anyone who uses foil is to make sure you also use a dispenser – it will repay the initial investment in a very short period of time and make the preparation process so much quicker and easier whilst promoting a professional image to clients. Gone are the days of juniors spending hours in a hot back room tearing foil manually.
What’s next for the brand?
Our mantra at Procare is ‘freedom to create. This is our touchstone when creating new products and when sourcing the material for our existing ranges. Everything we manufacture should offer the colour technician working with it an easier and more creative experience. We started Procare with the belief that if we provided the best products we could, which would truly help hairdressers and colour technicians focus on the creative process rather than the materials and tools being used, we would then be offering something they would want to buy. We still hold true to that today – ‘freedom to create.
Right now, we are working on (and REALLY enjoying) our social media platforms as a way to engage with salons, hairdressers, and technicians – and we are delighted by the successes of our clients. Seeing their results which we have been part of the process of, is something we truly feel proud of and appreciate.
Procare products to try in the salon
Right Product, Right Colour
Did you know that some colours require you to use Only Soft Alloy 8079, 20MU or Soft Alloy 1200 18mu to achieve your desired colour? Our premium foil is just that. Our premium foil is Soft Alloy 1200 18mu to ensure you get these results. It’s always best to check the product instructions before using or contacting your colour representative. The reasoning behind this is due to the intensity of the proxied to achieve the desired lift.
We’re proud members of Alupro, the industry-funded, not-for-profit organisation that has been the voice of the UK’s aluminium packaging industry for over 30 years. Aluminium is infinitely recyclable, with 75% of the aluminium ever produced still in use today. It’s only with help and support from Alupro that we’ve been able to work towards recycling every bit of our production waste foil.
The Procare 247 Foil Machine
SHOP NOW
Discover the 247 foil dispenser. Perfect for busy salons and for ensuring the best hygiene practices, the 247 foil machine automates your foil cutting process, giving you the perfect sizes almost instantly at the touch of a button.
There are plenty of benefits salons can enjoy with the Procare 247, such as:
- Time-saving for both the colourist and client.
- Reduced risk of cross-contamination as each stylist can have their own tray of pre-cut foils.
- A most hygienic way to prepare and dispense foils.
A promise from Procare
Everything we do within the business affects the world around us. Take our supply chain, for example. Not only do we partner with leading suppliers who think about the world as we do, but we make sure our supply chain is the shortest and most efficient it can be. Through progressive collaborations like these, we can do our bit for a better future.
Whether we’re investing in the most energy-efficient machinery, optimising quality control to minimise waste, or using LED lighting at Procare HQ, we find ways to transform every part of our business for the better. That means maximum efficiency with minimised impact because we believe profit and the planet can’t ever be mutually exclusive – and that the right decisions have a meaningful impact on both.
Shop Procare Foils and Procare Foil Machines now!
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