Firstly, because it is an Australian brand. Australian haircare product regulations are very strict ensuring only the highest quality products and health safety. All formulas are impeccable, skincare inspired with nothing superfluous. The products are almost 100% natural in and outside. The packaging is not only aesthetically pleasing but they are made of shapes that are practical and keeping all ingredients in top condition. As for the packaging, it is increasingly eco-friendly: some are made of OWP, others from PET- bottles, and most are refillable.

All products are safe for children. Most of the collection is safe to use during pregnancy and breastfeeding.

While Kevin Murphy products are cruelty-free and PETA-certified, they are not completely vegan yet.

The formulas are worked from A to Z, according to an internal formulation charter, so that they are impeccable, cruelty free, PETA certified and natural (naturalness percentage greater than 96%). All safety tests are carried out in accordance with Cosmetic Regulation (EC) No. 1223/2009. Despite this, each person is unique and the immune system is unique to each individual. Allergy to one of the ingredients therefore remains possible.