L’Oréal Paris launches haircare line Botanicals Fresh Care

Haircare firm L’Oréal Paris has launched Botanicals Fresh Care.

With the new range of products, L’Oréal Paris intends to meet increasing demand for options that feature natural and organic composition.

Botanicals Fresh Care line is available in coriander, safflower, geranium, and camelina versions.

The new range is claimed to be a result of work by L’Oréal's raw materials sourcing teams, hair research centres, perfumers, and packaging engineers over several years.

L’Oréal Paris' international deputy chief executive officer Anne Machet said: “We use only raw materials of the very highest quality. All our products are silicone, paraben, and dye free.

"To replace the silicones, our designers came up with a coconut and soy-based botanical complex to protect hair without greasiness or heaviness, offering a gentle, natural, and light touch.”

Prepared by adhering to a particular set of specifications across sourcing, extraction of raw materials, and packaging areas, the new brand aims at providing complete transparency regarding its procedures.

The firm has also partnered with a cooperative group located in the Vendée region of France, for the production of the camelina version. This French group was chosen for its harvesting process, which includes application of natural extraction methods without use of solvents.

The products are packaged in 100% recycled polyethylene terephthalate (PET). Currently available in France, Germany, and the UK, the firm plans to expand the presence of the new line to other countries.

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Image: L'Oreal office. Photo: courtesy of DennisM/Wikipedia.