Let’s find the products that are right for you TAKE OUR Hair quizzes
AS SEEN IN:






OUR PLEDGE IS TO DELIVER CLEAN HAIR PRODUCTS WITHOUT COMPROMISING PERFORMANCE
What does "clean" mean to us? Products that have been rigorously tested for efficacy, are compliant with European and North American regulatory standards, and are free from our top 12 ingredient taboos: silicones, parabens, SLS/SLES*** sulfates, petrolatum, mineral oil, phthalates, gluten, animal by-products, chemical sunscreens, microplastics, BPA and formaldehyde-releasing agents.
OUR STANDARDS
WHAT WE SAY YES TO:


COCONUT, PALM & ORCHID PLANT MILKS

VEGAN FORMULA*

BIODEGRADABLE FORMULA

RECYCLE WITH TERRACYCLE**

ANIMAL TEST-FREE
WHAT WE LEAVE OUT:


SLS/SLES*** SULFATES

PARABENS

SILICONE

PHTHALATES
*Free from animal-derived ingredients. | **with the Better Natured free recycling program at TerraCycle.com | ***SLS/SLES Sulfates = Sodium Lauryl Sulfate/Sodium Laureth Sulfate.

WE ALWAYS USE A BLEND OF NATURALLY-DERIVED* + PURELY SCIENCE INGREDIENTS
We hold ourselves to high standards and use the Global ISO Standard 16128 which defines naturally-derived as a plant or mineral derived material and water which is found in nature and has undergone limited processing. In the Better Natured® line, the percent naturally-derived* varies from product to product and ranges from 86% to 99%.
THE GOOD. CLEAN. FUN.® BLOGyou’ll wanna read this
VIEW ALL POSTS
Get the Look: Ash Brown Hair Color
Expensive brunette proved popular in early 2023, but that's not the only hue we'll see everywhere this year — from runway to subway.

How to Section Hair for Dyeing Like a Pro
Nothing shows off a stylish cut more than a flawless color applicatio...

What Does Purple Shampoo Do?
Everyday factors like the sun, salt water, hard water, chlorine, or t...

How to Style Wavy Hair
Anyone with wavy hair knows that sometimes your strands have a mind o...