HAIR CARE How to Keep Hair Color From Fading

by Lindsay Kustich

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That first-day fresh hair color feeling is a definite mood-lifter. When we cover those dark roots and flat hues, we literally brighten our reflection and our spirits. It’s an important investment that we make in ourselves and for ourselves. So how do we protect that gorgeous hair color in between colorings?

The answer is using color-safe hair care products that not only protect the hair and preserve the color, but they also prolong it, too. That’s exactly what the scientists at Better Natured™ did. In fact, Better Natured Color Care Shampoo keeps your shade vibrant for up to nine weeks when used in conjunction with the Color Care Deep Conditioning Balm. Only you and your reflection will know how many weeks it’s been since you last colored your hair.

Phase Out Hair Color Fade-Outs

Better Natured™ believes that natural is beautiful but can be made even more effective with a dose of science. We got the skinny on how the new Color Care products were created from Marina Azizova, Senior R&D Director for Better Natured™. The philosophy behind the products is based on optimizing hair health. “We are protecting the color by protecting the hair: by making the hair fiber more hydrophobic and enveloping the most damaged sites on each hair with a positively charged protective complex suspended within the shampoo formulations and every conditioning treatment.”

Protecting the hair starts with gentle ingredients. But according to Azizova, Better Natured Color Care Shampoo is unique because, “We were determined to get professional performance from a highly naturally-derived* shampoo with the luxurious, creamy lather that cares for the hair fiber and minimizes tangles while cleaning away dirt and oils”. Here’s how they did it.

Turns out Cleopatra, infamous for bathing in goat milk, knew her chemistry, because “milk is a well-emulsified mixture of proteins and fats,” according to Azizova, it offers protection and hydration that doesn’t weigh the hair down.  The Better Natured team of scientists tested various naturally-derived* materials in search of an effective conditioning combination and partnered with cosmetic ingredient suppliers to create a naturally-derived* signature Triple Plant Milk blend of Coconut, Tahitian Palm and White Orchid to use in the formulas for light and effective conditioning. 

Powered by smart technology, Better Natured Color Care Shampoo, a formula that’s 86% naturally derived*, is reparative to color-treated hair. “Like filling holes in a leaky boat,” explains Azizova, “the positively-charged conditioning agents in the shampoo are attracted to the most damaged areas of the cuticle which are negatively charged.” The repaired cuticle is essentially sealed with an invisible layer of hydrophobic material that repels water to prevent water-soluble dyes from rinsing out. 

Another smart ingredient, sodium gluconate, is a natural preservative and chelator. Chelators act like magnets to attract trace metals from water and pipes and bonds with them to minimize hair absorption and color damage. Copper, iron, and lead are notorious color corruptors that can dull shades and, particularly with blonde or white hair, create unwanted brassy or greenish tones that typical shampoos cannot effectively remove. 

Finally, SLS/SLES sulfates (sodium lauryl sulfate & sodium laureth sulfate) -- were eliminated and replaced with clean, synthetic and naturally derived* surfactants that foam and wash hair with respect to the hair fiber. The net result is hair that feels soft, and looks smooth, vibrant, and healthy.

Color-Conserving Conditioner

But the innovation doesn’t stop there. Better Natured Color Care Conditioner, and its more intense cousin, Color Care Deep Conditioning Balm, also are packed with powerhouse ingredients and new technology to keep hair strong and hair color intact. 

Traditionally, conditioners are synthetic and silicone-based. Color Care Conditioner’s proprietary formula is made with 95% naturally-derived* ingredients including the Triple Plant Milk blend, and according to Azizova, contains “four ingredients used to make it effective and silicone-free.” 

  1. Caesalpinia Spinosa, sourced from Peru, is a natural tree gum that coats every hair fiber to help with softness and slip.
  1. Coconut Oil is one of the few oils with molecules small enough to actively penetrate hair fibers. In the formulas it helps in hydration, softness, and shine.
  1. Isoamyl laurate is a silicone replacement that’s naturally derived from sugar beets. It gives hair that nice soft feeling.
  1. Hydrolyzed jojoba esters are essential fatty acids from the jojoba plant that help soften hair.

For those days when a heavier dose of moisture and repair is called for, Better Natured Color Care Deep Conditioning Balm is amazing in your shower. It deeply restores shine, softness, and keeps color vibrant for up to 9 weeks** and boasts an ingredient profile that’s 96% naturally-derived*. 

In lieu of coconut oil, the balm opts for heavier lipids like shea butter, and natural humectants like glycerin. The product itself is richly thick, with a dewy texture and a shiny finish that adheres to damaged, thirsty locks.  For a spa-like treatment, Azizova recommends wrapping your hair in plastic or a warm, damp towel, and allowing the product to deeply penetrate the cuticle for 20-30 minutes. After a cool rinse, your hair will “feel repaired, restored, easy to comb out, and, once it dries, your color will appear more even and reflective.”

Used together, the shampoo and conditioners are a synergistic regimen. Delivering high performance and luxurious formulas that are vegan, biodegradable, and free of SLS/SLES sulfates (sodium lauryl sulfate & sodium laureth sulfate) silicone, parabens, phthalates, gluten, and dyes (oh my!) is no easy feat. So why invest in a gorgeous shade just to let it fade? Conserve your color with Better Natured Color Care Shampoo and Conditioner.

*Global ISO Standard 16128 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%

** When used as a system with Better Natured Color Care Shampoo.

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    Color Care Conditioner

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    Color Care Deep Conditioning Balm


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