Better Natured launches naturally-derived haircare range

Better Natured, a brand of Henkel, has introduced naturally-derived hair care formulations that are stylist-developed and tested to offer professional-level performance.

Claimed to be tested in a Certified Green Circle Salon, Better Natured range has clean, naturally-derived ingredients.

The range also follows ISO Global Standards and embraces a belief that ‘clean’ means products that have been rigorously tested for efficacy, are compliant with European and North American regulatory standards.

The range is also claimed to be free from 12 ingredient taboos:  silicones, parabens, SLS/SLES sulfates, petrolatum, mineral oil, phthalates, gluten, animal-by-products, chemical sunscreens, microbeads, BPA and formaldehyde-releasing agents.

Its vegan formulas contain a triple plant milk blend of Tahitian Palm, Orchid and Coconut Milk. The range is packaged in post-consumer recycled PET plastic and made with a synergistic blend of naturally-derived ingredients and clean synthetics to offer performance.

Better Natured senior research & development director Marina Azizova said: “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 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.”

To coincide with the launch, Better Natured will partner with celebrity hairstylist Marcus Francis, who will be the brand’s lead ambassador.

Francis said: “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.  With Better Natured, you know you’re not only creating bold, fun looks but also maintaining healthy-looking hair.”

The brand has launched a range of 12 haircare and styling products with a color range set to launch in June.

Shampoos and conditioners are priced at $20, styling products at $22 and treatments at $22.