Breaking News

Plant Power at Creme of Nature

By Christine Esposito, Associate Editor | January 8, 2014

New relaxer uses straightening creme that is 100% derived from plants.

Creme of Nature is rolling out Straight from Eden, a brand new relaxer system that utilizes a straightening creme that is 100% derived from plants.
 
Straight from Eden utilizes two activators—one liquid and the other a creme booster—that play a critical role in performance. Once combined, the pH rises to effectively straighten the hair with a less damaging effect.
 
"We have clinically proven that natural oils in the relaxer creme are alive and present at the point of activation," said Shawn Tollerson, Colomer Beauty Brands vice president of marketing. This is the moment when the true benefits of coconut, avocado and olive oils penetrate the cuticle of the hair shaft for maximum benefit."
 
Straight from Eden's proprietary formula does not contain the drying and synthetic ingredients typically found in traditional relaxers. There is no lye, petrolatums, propylene glycol, formaldehyde, sulfates, parabens, mineral oil or alcohol. It uses the power of coconut to restore strength and protect hair from damage, avocado to fortify hair and promote overall hair healthiness, and olive oil to hydrate the strands and infuse necessary moisture.
 
"Consumers who relax their hair love their styles and the manageability it provides, but they have been searching for a healthier, less damaging option," said Tollerson. "After four years of research and development, we found a way to provide consumers with the straightening performance they demand, while also allowing the natural oils to penetrate the hair during the relaxer process. This is unprecedented."
 
Straight from Eden, comes in two universally appealing formulations: Hair Type A for fine, wavy, delicate hair looking to reduce frizz and improve manageability and Hair Type B for normal to thick hair. Both plant-derived hair care systems contain 100% plant-derived* straightening creme, two activators, hydrating neutralizing shampoo, conditioning treatment, and repairing oil.

Straight from Eden will retail for $7.99 - $10.99 in January 2014 at mass market stores and fine beauty supply stores nationwide. 

Related End-User Markets:

blog comments powered by Disqus
  • What

    What's Next for the UK?

    Sarah Boumphrey, Euromonitor International||June 27, 2016
    Euromonitor weighs in on how Brexit could impact consumer product companies.

  • The Future of Innovation

    The Future of Innovation

    Nancy Jeffries, Contributing Editor||June 27, 2016
    Fashion Institute of Technology graduate students tackle a far-reaching topic for their Capstone project.

  • Problems for Preservatives

    Problems for Preservatives

    June 20, 2016
    David Steinberg details the issues surrounding this critical ingredient category.

  • Take Notice

    Take Notice

    Melissa Meisel , Associate Editor||June 1, 2016
    Packaging trends revolve around trendy artwork, eco-conscious materials—and portability is a plus too!

  • Virtual Reality

    Virtual Reality

    Christine Esposito, Associate Editor||June 1, 2016
    An update on nature-identical ingredients for cosmetics and personal care products.

  • Shiseido Advances in the US

    Shiseido Advances in the US

    Tom Branna, Editorial Director||June 1, 2016
    New facility in Windsor, NJ demonstrates its dedication to the US and other markets outside Japan.