Certifier Spotlight: ADA Cosmetics International

Products that meet world-class standards for safety, circularity and responsibility are key to helping the hospitality sector meet rising demand from guests for spaces, services and products that are more environmentally sound, according to Wilhelm Könning, ADA Cosmetics International CEO, who says achieving Cradle to Cradle Certified™ for ADA products has given the company a huge gain in customer and consumer credibility, and, in turn, a competitive advantage. 

The efficient use of resources was one of the founding impulses for ADA, and the company’s invention of dispensers for hotels has reduced waste and saved thousands of tons of carbon Wilhelm Könning, CEO ADA Cosmetics Internationaldioxide to date. Now, as ADA moves towards a circular business model, the company is focusing on good material health for all product formats. The commitment includes moving 80% of all packaging to as much as 100% post-consumer recycled content by 2025 and converting some formats to bio-based, recyclable packs made from sugar cane.

The Cradle to Cradle Certified™ Product Standard’s material health requirements have been a significant driver in optimizing ADA’s products for safety and circularity. 80% of the raw materials used by ADA have been assessed according to the standard’s material health methodology and 90% of the company’s owned product brands as well as its licensed brands are now Cradle to Cradle Certified, with further plans in place to increase the number of brands using the assessed raw materials. 

“On the formulation side, we have some work to do to optimize the material health of our product formulations without losing product performance and product stability. Cradle to Cradle certification for our packaging will also be the next step for us,” says Könning. “Going towards Cradle to Cradle Certified is a shift of mindset. Using the product standard is enabling us to gradually change all our business behaviors, including the way that we interact with suppliers and with recyclers.” 

“Following Cradle to Cradle principles will not just change the amenities business but all other segments like building, food supplies and travel,” he states. 

“Especially after the Coronavirus crisis, linear thinking is out, and circular thinking is the way of the future. We all need to shift our activities to stay within planetary boundaries. The Cradle to Cradle Products Innovation Institute and the Cradle to Cradle Certified Product Standard have a huge role to play here in defining a new normal - and in balancing competition and collaboration: Societies need to shift to much, much more cooperation and Cradle to Cradle thinking needs to become part of everybody’s mindset.”


Pictured above: Willem Könning, CEO ADA Cosmetics International