• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Formulary
    • Exclusives
    • Top Companies
    • Raw Materials
    • End-User
    • Packaging
    • Directories
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Formulary
  • Exclusives
  • Top Companies
  • Raw Materials
  • End-User
  • Packaging
  • Directories
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Columns
    Editorial
    Digital Edition
    eNewsletter Archive
    Our Team
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    Top Features
    Stepping into the Spotlight for 2021

    The Independent Beauty Association Supports Sensible Reform

    Essential Workers

    A Clean Commitment

    Deliver & Delight
    Online Exclusives
    Association News
    Breaking News
    Financial News
    Industry News
    International
    Marketing News
    New Products
    News Front
    Packaging News
    Patents
    Personnel
    Regulations
    Snapshots
    Top News
    Live From Shows
    Top News
    P&G, L'Oréal & Amorepacific Make News at CES

    Three Form Vertical Beauty Alliance

    Amyris Named a Top Social & Environmental Impact Company

    L'Oréal Bans Animal Hair in Brushes

    Ashland Launches Antaron ECo Gel
    Blog
    Online Exclusives
    Infographics
    Podcasts
    Whitepapers
    Videos
    Expert's Opinion
    HappiTV
    eBook
    Surveys
    International Top 30 Report
    Top 50 Report
    Top Companies
    25. McBride

    1. Procter & Gamble

    34. Combe

    10. LG Household & Healthcare

    16. Rodan + Fields
    Actives
    Functional Ingredients
    Pigments
    Polymers
    Preservatives
    Surfactants

    P&G, L'Oréal & Amorepacific Make News at CES

    Amyris Named a Top Social & Environmental Impact Company

    Coming Clean About Clean Beauty

    Isosorbide Di-(Linoleate/Oleate) Treats Xerotic Pruritic Skin

    Nu Skin Launches ‘Clean’ Formula Line
    Air Care/Environmental Fragrance
    AP/Deo
    Color Cosmetics
    Disinfectants
    Fine Fragrance
    Hair Care
    Household Cleaning
    I&I Marketplace
    Laundry Care
    Oral Care
    OTC/Medicated
    Packaging
    Personal Cleansers
    Skin Care
    Sun Care
    Testing

    P&G, L'Oréal & Amorepacific Make News at CES

    Three Form Vertical Beauty Alliance

    Amyris Named a Top Social & Environmental Impact Company

    L'Oréal Bans Animal Hair in Brushes

    Coming Clean About Clean Beauty
    Lab Equipment
    Mixing
    Packaging
    Testing

    Three Form Vertical Beauty Alliance

    Logo Design Trends for 2021 & Beyond

    Coming Clean About Stink

    Henkel Reaches Sustainable Packaging Milestone

    Ross Designs Mixer for Increased Shear
    Contract Manufacturing / Private Label Directory
    Buyer's Guide
    Add New Company
    Corporate Profiles
    International Buyers Guide Companies
    Jeen International

    LipoTrue Inc.

    Siltech Corporation

    Vantage Specialty Ingredients

    Comprehensive Research Group Inc.
    Live From Shows
    Meetings
    Webinars
    Snapshots
    • Magazine
      • Current / Back Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Formulary
    • Directories
      • Buyer's Guide
      • Contract Manufacturing / Private Label Directory
      • Corporate Profiles
      • Add Your Company
    • Raw Materials
      • Actives
      • Functional Ingredients
      • Pigments
      • Polymers
      • Preservatives
      • Surfactants
    • End-User
      • Air Care/Environmental Fragrance
      • AP/Deo
      • Color Cosmetics
      • Disinfectants
      • Fine Fragrance
      • Hair Care
      • Household Cleaning
      • I&I Marketplace
      • Laundry Care
      • Oral Care
      • OTC/Medicated
      • Packaging
      • Personal Cleansers
      • Skin Care
      • Sun Care
      • Testing
    • Packaging
      • Lab Equipment
      • Mixing
      • Packaging
      • Testing
    • Top Companies
      • International Top 30 Report
      • Top 50 Report
    • Online Exclusives
    • Experts Opinion
    • Slideshows
    • HappiTV
    • Videos
    • Podcasts
    • eBook
    • Infographics
    • Blog
    • Whitepapers
    • Surveys
      • R & D Salary Survey
      • Sales & Marketing Salary Survey
    • Job Banks
    • Events
      • Industry Events
      • Live from show Events
      • Webinars
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Online Exclusives

    International Appeal

    Leading Israeli hair care brand looks to grow in US and elsewhere.

    International Appeal
    Related CONTENT
    • Out of the Vault
    • Dermablend Professional to Participate in 2019 Amazon Prime Day
    • Preservation Nation
    • Setting the Foundation
    • L’Oréal’s ModiFace Meets Amazon
    Christine Esposito, Associate Editor07.08.19
    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.
    . 
    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.”
    Related Searches
    • marketing
    • hair
    • stores
    • coconut
    Related Knowledge Center
    • Hair Care
    Suggested For You
    Out of the Vault Out of the Vault
    Dermablend Professional to Participate in 2019 Amazon Prime Day Dermablend Professional to Participate in 2019 Amazon Prime Day
    Preservation  Nation Preservation Nation
    Setting the Foundation Setting the Foundation
    L’Oréal’s ModiFace Meets Amazon L’Oréal’s ModiFace Meets Amazon
    Mustela Organizes Amazon Registry Mustela Organizes Amazon Registry
    Reinventing the Box Reinventing the Box
    Nu Skin Names Tech Leader Nu Skin Names Tech Leader
    Jain Leads Unilever Beauty & Personal Care Jain Leads Unilever Beauty & Personal Care
    More, Much More, Than Skin Deep More, Much More, Than Skin Deep
    Meeting Unmet Needs in Fragrance Meeting Unmet Needs in Fragrance
    Multifunctional Insect Repellent Base from Beraca Multifunctional Insect Repellent Base from Beraca
    Amazon Exec To Lead Unilever Beauty & Personal Care Amazon Exec To Lead Unilever Beauty & Personal Care
    The Happi Sun Care E-book The Happi Sun Care E-book
    Amazon Creates Its Own Skin Care Line Amazon Creates Its Own Skin Care Line

    Related Online Exclusives

    • Actives | Color Cosmetics | Functional Ingredients | Hair Care | Personal Cleansers | Pigments | Polymers | Preservatives | Skin Care | Surfactants
      Coming Clean About Clean Beauty

      Coming Clean About Clean Beauty

      Experts weigh in on the pros and cons of this controversial term.
      Tom Branna, Editorial Director 01.14.21

    • Hair Care | Personal Cleansers | Skin Care
      Top Formulations of 2020

      Top Formulations of 2020

      What were you making in 2020? Hand sanitizer, of course. But skin and facial care products made the list of the most-accessed formulations.
      Happi Staff 12.30.20

    • Color Cosmetics | Hair Care | Personal Cleansers | Skin Care
      Indie To Indie

      Indie To Indie

      Happi’s monthly “Indie Inc.” feature profiles have enabled founders to speak about their brands and to each other.
      Christine Esposito, Managing Editor 12.29.20


    • Color Cosmetics | Hair Care | Skin Care
      Let the Gifting Begin

      Let the Gifting Begin

      With shopping underway, a look at special gift sets created for this unprecedented holiday season.
      Happi Staff 12.01.20

    • Color Cosmetics | Hair Care | Household Cleaning | Skin Care
      Clean Beauty Rises at Grove Collaborative

      Clean Beauty Rises at Grove Collaborative

      The certified B Corp. is shaking up its beauty strategy. CMO Lilian Tomovich provides details.
      Happi Staff 11.30.20

    • Actives | Color Cosmetics | Functional Ingredients | Hair Care | Personal Cleansers | Pigments | Skin Care | Sun Care
      IBA Offers a Broad Range of Benefits

      IBA Offers a Broad Range of Benefits

      The Independent Beauty Association (formerly ICMAD) provides technical, legal, regulatory and business expertise to its members.
      Tom Branna, Editorial Director 11.22.20


    • Fine Fragrance | Functional Ingredients | Hair Care | Personal Cleansers | Skin Care

      Nature & Natura

      Iguatemi Costa details the company's strong commitment to innovate below the 1.5°C threshold.
      Tom Branna, Editorial Director 11.12.20

    • Color Cosmetics | Hair Care | Packaging | Packaging | Skin Care
      Packaging & the Pandemic

      Packaging & the Pandemic

      Paul Day explains the challenges facing suppliers during COVID-19.
      Tom Branna, Editorial Director 11.10.20

    • Actives | Color Cosmetics | Functional Ingredients | Hair Care | Personal Cleansers | Skin Care
      The Eco-Conscious Consumer

      The Eco-Conscious Consumer

      Mintel expert explains how beauty companies can get in her head...and heart.
      Tom Branna, Editorial Director 11.05.20


    • Color Cosmetics | Hair Care | Skin Care
      Pitch Perfected

      Pitch Perfected

      Chris Hobson answers questions about this month's Black Girl Ventures-Rare Beauty Brands Pitch Competition.
      Christine Esposito, Managing Editor 11.02.20

    • Hair Care | Skin Care
      Humming Along

      Humming Along

      Consumers are more concerned than ever about their health. Hum is meeting their needs with an array of beauty and gut health supplements.
      Tom Branna, Editorial Director 10.25.20

    • Color Cosmetics | Hair Care
      Joy Ride

      Joy Ride

      Sisters behind an on-the-go hair and makeup company shift pampering beauty services into overdrive.
      Christine Esposito, Managing Editor 10.12.20


    • Actives | Functional Ingredients | Hair Care
      Stressed Tress

      Stressed Tress

      A rebrand for Bosley at a time when consumers around the world are pulling their hair out.
      Tom Branna, Editorial Director 09.19.20

    • Hair Care | Skin Care
      Monat Enters Wellness Space

      Monat Enters Wellness Space

      From hair care to skin care, and now wellness, Monat continues to expand its reach across the beauty sector.
      Christine Esposito, Managing Editor 09.12.20

    • Color Cosmetics | Hair Care | Skin Care
      Keeping in Touch

      Keeping in Touch

      Perfect Corp and Estée Lauder discuss how AI/AR can keep a brand connected to customers even when counters are closed.
      Christine Esposito 09.11.20

    Trending
    • Amyris Named A Top Social & Environmental Impact Company
    • Formulating Liquid Laundry Detergents
    • Reusables For Consumables In The Pandemic And Beyond
    • Maybelline Unveils 'Sky High' Mascara
    • P&G, L'Oréal & Amorepacific Make News At CES
    Breaking News
    • P&G, L'Oréal & Amorepacific Make News at CES
    • Three Form Vertical Beauty Alliance
    • Amyris Named a Top Social & Environmental Impact Company
    • L'Oréal Bans Animal Hair in Brushes
    • Ashland Launches Antaron ECo Gel
    View Breaking News >
    CURRENT ISSUE

    January 2021

    • Stepping into the Spotlight for 2021
    • The Independent Beauty Association Supports Sensible Reform
    • Essential Workers
    • A Clean Commitment
    • Deliver & Delight
    • Reusables for Consumables In the Pandemic and Beyond
    • A Rebound for Beauty
    • Beauty Brands Must Prepare for a 'Decade of the Home'
    • A Societal Shift
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    Brown Fat Associated with Reductions in Chronic Disease Risk
    NIH Study Identifies Antibacterial Properties in Taurine
    NSF Begins New Certification Program
    Coatings World

    Latest Breaking News From Coatings World

    Zeppelin Acquires MTI Mischtechnik
    Ezio Braggio Joins ChemQuest Europe
    IFS Coatings Announce Carbon Offset Program
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Optimize EP Launches CaRM Cardiac Device Data Management Platform
    U.S. TAVR Market Projected to Reach Nearly $5 Billion by 2030
    FDA Clears Canon Medical's Compressed SPEEDER for 3D Exams on 1.5T MR
    Contract Pharma

    Latest Breaking News From Contract Pharma

    KORSCH, MEDELPHARM Partner on R&D Equipment Portfolio
    Frontage Bolsters Clinical Services Capabilities
    Sanofi Unveils EUROAPI as Name of New European API Company
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Neenah to Host Packaging Webinar for Printers
    W.S. Badger is Named a ‘150 Top Impact Company’
    Mana Products, Meiyume and RPG Form The Vertical Beauty Alliance
    Happi

    Latest Breaking News From Happi

    A Surge in Interest for Supplements & Vitamins
    P&G, L'Oréal & Amorepacific Make News at CES
    Three Form Vertical Beauty Alliance
    Ink World

    Latest Breaking News From Ink World

    dar-tech, inc. Becomes U.S. Midwestern Distributor for ZS Interpolymer
    Techkon USA, Konica Minolta Partner
    Alon Bar-Shany Appointed Chairman of Highcon Board
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Exhibitor registration opens for virtual.drupa
    FTA planning in-person Forum & INFOFLEX
    Fortis Solutions Group achieves SGP certification
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Shemesh Adds U.S. Headquarters
    TZMO USA, Special Needs Group Form Partnership
    BAHP Announces 2021 Officers, Board of Directors
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    Rapid Recovery Protocol Can Lead to Increased Range of Motion After TKA
    Boston Scientific Releases WaveWriter Alpha Spinal Cord Stimulators in U.S.
    New Chief Clinical Officer on Board at IncludeHealth
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Roadsimple Modernizes Warehouse Ops with Zebra Technologies
    Toppan Announces 2050 Environmental Vision
    SOI Industry Consortium Joins SEMI as Strategic Association Partner

    Copyright © 2021 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login