OUR CHARITY WORK
Be Friendly
Since 1999, we've believed that everyone can take a step towards a friendlier world. For us, that means creating 100% vegan haircare and, through our charity program Be Friendly, raising awareness and donations to projects that supports nature, wildlife and humanity.
The project is run together with our partner and trusted wildlife charity organization The Perfect World Foundation, that supports and works to save animals and nature. With the support of our community of customers and salons, Be Friendly has contributed to numerous charities and causes around the world. Since 2018, we’ve donated over 830 000 USD to organizations that care for endangered species such as elephants, manta rays, rhinos, sea turtles, beluga whales, wild mustangs and many more.
Maria Nila in support for the Owls
GET TO KNOW THE owls
Owls are one of the world’s most fascinating birds and have captivated people throughout history. Their nocturnal habits, upright posture, large heads with big forward-facing eyes, silent flight, and eerie calls spark the imagination and have given rise to tales of both trolls and ghosts for centuries.
Owls play a vital role in maintaining healthy ecosystems by naturally controlling rodent populations. Despite their remarkable ability to adapt, many owl species face growing challenges due to habitat loss, traffic, collisions with buildings, and other human-related threats.
MARIA NILA x Fågelcentralen
For our Be Friendly 2027 initiative, Maria Nila is proud to announce a partnership with Fågelcentralen, one of Sweden’s largest rehabilitation centers for injured wild birds, with a special focus on owls.
Every year, large numbers of wild birds are injured by traffic, oil spills, and collisions with masts, power lines, and buildings, often as a result of human carelessness. Owls are among the most vulnerable: of the 9 owl species found in Sweden, 7 are red-listed. Fågelcentralen takes in around 1,500 birds every year – nearly 80% are fully restored and released back into the wild.
Its most common owl patients are tawny owls that have fallen down chimneys and arrive black with soot. Because soot destroys the feathers’ water-repellent ability, each owl is carefully taken care of, such as blown clean with a hair dryer, before it can fly free again.
