Looking to parlay the success it has built over three decades in Israel, the team behind Natural Formula has set its sights on the US marketplace. 
 
Founded in 1987, this leading hair care brand has made its four top-selling collections available in the US; three are up on Amazon, and the fourth is due out later this year, according to the firm.
 
Company officials are looking to similarities in the two marketplaces to boost the launch.
 
“Like Israel, the US is a multicultural society where women have different hair types and styles. We recognized that US women are looking for professional products at an affordable price that will help them improve the appearance and texture of their hair. Our three decades of experience and leadership in our local market has made us experts in haircare and we understand what women deal with and are dedicated to finding the right formula that works for them,” Shirly Gal-Levy, marketing manager for Natural Formula, told Happi.
 
In its own words, Natural Formula “was founded on the belief that every woman deserves beautiful hair that makes her feel confident and has established itself as a professional hair care brand that offers salon-quality products at an accessible and affordable price.” 
 
Founded in Israel in 1987, the brand garnered acclaim for its selection of natural ingredients and targeted lines, developed over three decades. That long history has enabled the team to understand what women deal with and are dedicated on finding the right formula that works for them, according to Gal-Levy.
 
The collections in the US now include Keratin Intense (shampoo, conditioner shampoo, serum, mask); Ampoule Intense (shampoo, conditioner, mask and serum); Styling Cream products (3 SKUs); and Dry Shampoo.
 
The Keratin Intense line is designed for those who have undergone straightening treatments from permanent keratin treatments or blowouts to daily heat styling. Rich in two types of pure concentrated keratin and a sodium chloride salt free formula, it promises to help maintain the results of straightened hair for three times longer, said the company.
 
Why two types of keratin?  “One rebuilds hair strands from within and the other forms a protective coating that keeps the hair smooth,” Gal-Levy said.
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The Ampoule Intense Line is a concentrated treatment designed to restore color to dry and damaged hair making it shiny and silky. It contains micro-ampoules that are activated during use releasing restorative nutrients found in a blend of high-quality natural oils. Its unique technology promises to help rebuild and repair damaged hair three times more effectively, according to the brand.
 
“The Ampoule Intense line is enriched with restorative oil ampoules specially formulated to treat severely damaged hair. The restorative oils are contained in micro-ampoules that open upon contact with water releasing the oils that work to intensively nourish, rebuild and repair hair, restoring its elasticity and shine,” explained Gal-Levy.
 
The main ingredients in the line are the high-quality oil blend of hippophae, borage and tea tree hat work together to nourish, rebuild and revitalize hair, and ceramides that rebuild and strengthen each strand with a protective coating.
 
The Styling Cream Collection, with its focus on curl enhancing, offers moisturizing ingredients that repair dry hair and deeply nourish each strand. Options include Cream & Keratin (for loose waves and curls), Cream & Coconut Oil (for naturally radiant waves and curls), and Cream & Glaze.
 
Made with 30% glaze and 70% cream, the Cream & Glaze contains natural extracts such as coconut oil, shea butter and macadamia nut oil, noted Gal-Levy.
 
When it comes to dry shampoo, Natural Formulas didn’t take a one-size-fits-all tack. Two SKUs now in the US are Dry Shampoo for Dry or Colored Hair, which is formulated with Moroccan oil ideal for nourishing and moisture, and Dry Shampoo with Keratin, which is for straightened or keratin treated hair and is said to contain a pure keratin complex that keeps the hair smooth, soft, and straight.
 
“Dry shampoo is a flourishing category that we think our brand can excel in. Understanding that women have different hair types, this collection of dry shampoos was created so that every woman can easily cleanse and refresh her hair while on the go and use products that contain natural ingredients, don’t leave white residue, and soften and nourish hair,” noted Gal-Levy.
 
The common thread in the dry shampoo formulations is the free-from status: all are salt-, SLS-, talc- and paraben-free.
 
According to Gal-Levy, the Keratin intense should be one of the big draws for US hair care customers. 
 
“The straight look is popular in almost every country that we check, including the US market. This trend increases in double digits every year. A lot of women decide to give up on their curls and from that moment they need to use different hair care products in order to maintain the straightening results. Additionally, from our sales on Amazon, we see that the most popular products are keratin products,” she said.
 
While only getting its feet wet in the US, Natural Formula is also looking beyond America’s borders.
 
“Our unique cutting-edge hair care brand is based on two main values, creating formulas inspired by natural ingredients from around the world and producing professional salon-quality products that are accessible and affordable,” concluded Gal-Levy. “Recently we decided to expand the brand abroad and are now taking our first steps by entering into markets in the US, UK, Italy and Mexico.”