Better Natured aims for professional hair care results
Better Natured, a new brand of hair care products from Henkel, is looking to give consumers professional-level performance and the ability to embrace their inner artist when it comes to hair.
Tested in a Certified Green Circle Salon, the brand’s products follow ISO Global Standards and a belief of being clean. That means they have been tested for efficacy, are compliant with European and North American regulatory standards, and are free of 12 taboo ingredients, including silicones, parabens, SLS/SLES sulfates, petrolatum, mineral oil, phthalates, gluten, animal by-products, chemical sunscreens, microbeads, BPA, and formaldehyde-releasing agents.
“When our internal incubator team began creating the range, we wanted to ensure the products were as natural as possible without sacrificing performance. To do so, we started the formulation process using just a few active ingredients and then pulled in the newest high-quality, naturally-derived options available on the market,” Better Natured senior research and development director Marina Azizova said. “Better Natured is about good, clean fun, and we want consumers to embrace the freedom of knowing that our clean formulas truly perform, so they can be as creative as they want.”
Featuring a portfolio of 12 hair care, styling and color range products set to hit shelves in June, the brand’s shampoos and conditioners retail at $20, while its treatments and styling products retail for $22.
Better Natured products, which contain a vegan formula made of a triple plant milk blend of Tahitian palm, orchid and coconut milk, are packaged in post-consumer recycled PET plastic, the company said.
Serving as the brand’s lead ambassador is celebrity hairstylist Marcus Francis.
“I love the ease and playful aesthetic of Better Natured. I'm able to use the products on my A-list clients to create beautiful red carpet looks, while being confident that anyone watching at home can grab the same products I've used and recreate the look,” Francis said. “With Better Natured, you know you're not only creating bold, fun looks, but also maintaining healthy-looking hair.”