Paul Peros is changing hair products for a greener future and better hair

The CEO of Reduit speaks to Andy Martin about how wasteful traditional hair products are and how their product will help save the planet and your hair

The pod technology should clear bathrooms of unnecessary products (Reduit)

Like so many good ideas, it seems obvious now someone has had it. If you’re going to come up with a new haircare product, stick some some magnets in it. Micro-magnets, of course, but still: magnets. This is what Réduit and Paul Peros, their CEO, have done. Why didn’t anyone think of that before? Your hair is guaranteed to be more attractive. At the same time, as the name suggests, they are reducing the volume – not of your hair but of the sheer mass of stuff in your bathroom cupboard. The theory is that even as your hair looks fuller and glossier, your shelves will be dramatically slimmed down.

Paul Peros, I can’t help but notice when we meet in a cafe near King’s Cross, has a glowing head of hair with a shapely quiff. He’s 47, was born in Croatia, and has worked in Shanghai, Madrid, Stockholm and Zagreb. He was previously CEO of Foreo, the Swedish brand born out of a convergence between the beauty business and tech. In a technophile age, who is going to believe in the magic elixir approach? Mere lotions and potions, on their own, are no longer enough. “I wanted to create an alternative approach,” says Peros.

1ml of Réduit is equivalent to 25ml of a traditional formulation, with effectively one-twenty-fifth of the carbon footprint