The brand launches with a range that consists of a total of 12 haircare and styling products with a color range set to launch in June, all encouraging you to play with your hair and have some “good clean fun” in the process.
Tested in a Certified Green Circle Salon, Better Natured strives for only clean, naturally-derived ingredients. The range follows ISO Global Standards and a belief that “clean” means products that have been rigorously tested for efficacy, are compliant with European and North American regulatory standards and are free from 12 ingredient taboos: silicones, parabens, SLS/SLES sulfates (sodium lauryl sulfate and sodium laureth sulfate), petrolatum, mineral oil, phthalates, gluten, animal-by-products, chemical sunscreens, microbeads, BPA and formaldehyde-releasing agents.
The brand’s vegan formulas contain a triple plant milk blend of tahitian palm, orchid and coconut milk and are never tested on animals. They are packaged in post-consumer recycled PET plastic and made with a synergistic blend of naturally-derived ingredients and clean synthetics to deliver performance.
“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,” commented Better Natured senior research & development director, Marina Azizova. “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.”
Coinciding with the launch, Better Natured will be partnering with celebrity hairstylist Marcus Francis as the brand’s lead ambassador.
"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,” said Francis.
Better Natured will also be kicking off several charitable initiatives that will accompany the launch. First, they will be partnering with Keep America Beautiful as a sponsor for the Great American Cleanup, a community improvement program, to beautify local communities through structured service projects and community murals.
Second, the brand is working with TerraCycle to announce the Better Natured Recycling Program. This free recycling initiative ensures that packaging for the Better Natured line of hair care products is diverted from the landfill and nationally recyclable.
In addition, in light of the current Coronavirus pandemic, Better Natured will be supporting medical workers on the frontlines through a significant product donation of shampoo, conditioner and gloves to both the Stamford Hospital Foundation and to Project Donate Beauty.