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The "in" crowd: Our ingredient lineup

The secret ingredient in Better Natured™ hair products is that there are no secret ingredients – we believe in total transparency because you're smart enough to handle the truth.  We spent a TON of time sourcing the planet's best ingredients for Better Natured™ brand. (No, seriously-we lost sleep over it.) So, we're super-proud to give them a shout-out, and explain exactly what their role is in giving you salon-gorgeous hair.

Our formulas do not use ingredients that are known to harm the environment, such as nonylphenols, bio-accumulating silicones, SLS/SLES*** sulfates or formaldehyde-releasing agents. Every formula is optimized to have as few ingredients as possible to simplify the manufacturing process and minimize use of water and electricity, in fact, some of our products are processed without using heat, including our Shampoos, Beachy Texture Spray and Shine Glaze.

***SLS/SLES Sulfates = Sodium Lauryl Sulfate/Sodium Laureth Sulfate.

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Green = Naturally-Derived Black = Purely Science

Acrylates/C10-30

A polymer that helps thicken and stabilize a formula.

What it's in: Liqui-Crème Hair Color

Alkyl Acrylate Crosspolymer

A polymer that helps thicken and stabilize a formula.

What it's in: Liqui-Crème Hair Color

Ammonium Hydroxide

Ammonia (NH3) is an alkaline compound of hydrogen and nitrogen that is both naturally occurring and man made. We use an optimized level of ammonia per shade in Better Natured™ liqui-creme hair color in order to achieve 100% gray coverage, lasting color results and exceptional light blondes and vibrant reds. We chose ammonia because it is more efficient than MEA (Mono-ethanolamine). The MEA molecule has a molecular weight of 61, the molecular weight of ammonia is only 17. Therefore, MEA is 3.5 times larger than ammonia. When permanent hair color and peroxide meet, ammonia acts as a catalyst to start the oxidation reaction. This reaction lightens natural pigment in the cortex and allows the hair dyes to deposit inside the cortex. Then the ammonia flashes off of the hair and is gone. Because of the large-sized molecule, MEA-based permanent hair color products may not lighten efficiently and the MEA stays in the hair during processing, so there is a tendency for the color to developer darker than desired. MEA can also have a higher irritation potential.

What it's in: Liqui-Crème Hair Color

Arginine

A strenthening amino acid.

What it's in: Liqui-Crème Hair Color

Behentrimonium chloride

Makes wet and dry hair easier to condition and comb. Also, helps reduce static and makes hair smoother. 80% naturally-derived.

What it's in: Color Care Conditioner, Color Care Deep Conditioning Balm, Damage Repair Conditioner, Hydrating Leave-In Milk, Moisture Replenishing Masque, Moisturizing Conditioner

Behenyl behenate

Creates a creamy, dreamy texture that helps the formula smooth onto strands. 100% naturally-derived from rapeseeds, an oil-rich seed from a bright yellow flowering plant, sourced from Europe.

What it's in: Heat Styling Lotion, Strengthening Leave-In Cream

Benzoic acid

Preservative that helps maintain product freshness, preventing microbial and fungal growth. (Because bacteria in your shampoo is a major “ew”).

What it's in: Color Care Shampoo, Damage Repair Shampoo, Hydrating Leave-In Milk, Moisturizing Shampoo

Benzyl alcohol

Preservative that helps maintain product freshness, preventing microbial and fungal growth. (Buh-bye, bacteria.)

What it's in: Color Care Conditioner, Color Care Deep Conditioning Balm, Damage Repair Conditioner, Heat Styling Lotion, Hydrating Leave-In Milk, Moisture Replenishing Masque, Moisturizing Conditioner, Shine Glaze, Strengthening Leave-In Cream

Brassicamidopropyl dimethylamine

Helps to condition hair for a soft, smooth finish. Derived from brassica oil, a readily biodegradable ingredient.83% naturally-derived.

What it's in: Heat Styling Lotion, Strengthening Leave-In Cream

C13-16 Isoparaffin

100% naturally-derived from Sugarcane, a silicone alternative that leaves hair feeling ultra-silky. Sourced from Brazil.

What it's in: Heat Styling Lotion, Strengthening Leave-In Cream

Caesalpinia Spinosa Gum

100% natural gum derived from Tara seeds that gives formulas a thick, smooth consistency. Sourced from Peru.

What it's in: Color Care Conditioner, Damage Repair Conditioner, Moisturizing Conditioner

Caprylic/Capric Triglyceride

100% vegetable-derived softening agent from coconut oil that instantly adds a lightweight, non-greasy barrier to seal in moisture and prevent dryness.

What it's in: Shine Glaze

Caprylyl Glycol

Preservative that helps maintain product freshness, preventing microbial and fungal growth. (Take a hike, bacteria!)

What it's in: Heat Styling Lotion, Hydrating Leave-In Milk, Strengthening Leave-In Cream

Ceteareth-20

Creates a creamy, dreamy, texture that helps the formula smooth onto strands.

What it's in: Heat Styling Lotion, Strengthening Leave-In Cream

Cetearyl Alcohol

Creates an optimal texture that helps the formula smooth onto strands. 100% naturally-derived from palm oil sourced from Indonesia.

What it's in: Color Care Conditioner, Color Care Deep Conditioning Balm, Damage Repair Conditioner, Heat Styling Lotion, Hydrating Leave-In Milk, Moisture Replenishing Masque, Moisturizing Conditioner, Strengthening Leave-In Cream, Liqui-Crème Hair Color

Cetrimonium Chloride

Helps to condition hair and keep it tangle-free, making combing easier on wet and dry hair.

What it's in: Color Care Shampoo, Damage Repair Shampoo, Moisturizing Shampoo

Cetyl Esters

Helps deliver super-effective conditioning.100% naturally-derived.

What it's in: Color Care Conditioner, Color Care Deep Conditioning Balm, Damage Repair Conditioner, Moisture Replenishing Masque

Citric Acid

Balances pH levels so formulas are safe for your skin and stable on your shelf. 100% naturally-derived ingredient, that occurs naturally in citrus fruits. Sourced from the U.S.A.

What it's in: Color Care Shampoo, Color Care Conditioner, Color Care Deep Conditioning Balm, Damage Repair Shampoo, Damage Repair Conditioner, Heat Styling Lotion, Hydrating Leave-In Milk, Moisture Replenishing Masque, Moisturizing Shampoo, Moisturizing Conditioner, Strengthening Leave-In Cream

Citronellol

A component of our formulas’ signature fresh, fruity-floral fragrance that helps keep it smelling fresh through its shelf life.

What it's in: Liqui-Crème Hair Color

Cocamidopropyl Betaine

Creates our amazingly luxurious lather that makes shampooing feel so fun, you won’t want to get out of the shower. 64% naturally-derived.

What it's in: Color Care Shampoo, Damage Repair Shampoo, Moisturizing Shampoo

Cocos Nucifera Fruit Extract (Coconut Milk)

Coconut milk is derived from the fleshy part of the coconut. The milk is high in saturated fats and contains minerals such as iron, calcium, potassium, and zinc as well as a variety of vitamins. In Better Natured™, it helps deliver high-performance conditioning benefits to the hair. Our Coconut Milk is sustainably sourced from the U.S.A. and is 100% natural.

What it's in: Color Care Shampoo, Color Care Conditioner, Color Care Deep Conditioning Balm, Damage Repair Shampoo, Damage Repair Conditioner, Heat Styling Lotion, Hydrating Leave-In Milk, Moisture Replenishing Masque, Moisturizing Shampoo, Moisturizing Conditioner, Shine Glaze, Strengthening Leave-In Cream, Liqui-Creme Hair Color

Cocos Nucifera (Coconut) Oil

100% natural conditioning agent from coconuts, penetrates hair for intense hydration, softness and shine.

What it's in: Color Care Conditioner, Color Care Deep Conditioning Balm, Damage Repair Shampoo, Damage Repair Conditioner, Heat Styling Lotion, Moisture Replenishing Masque, Moisturizing Conditioner, Strengthening Leave-In Cream, Liqui-Crème Hair Color

Decyl Glucoside

A 75% naturally-derived mild & gentle surfactant that helps Better Natured™ shampoos clean effectively by binding to oils so that they can be washed away.

What it's in: Color Care Shampoo, Damage Repair Shampoo, Moisturizing Shampoo

Dehydroacetic Acid

Preservative that helps maintain product freshness, preventing microbial and fungal growth.

What it's in: Damage Repair Shampoo, Hydrating Leave-In Milk

Dicetyldimonium Chloride

Conditions hair and helps keep frizz under control.

What it's in: Hydrating Leave-In Milk

Dimethyl Lauramide/Myristamide

Thickens formulas so they feel extra-luscious when applying. 86% naturally-derived from coconut oil, sourced from the U.S.A.

What it's in: Color Care Shampoo, Damage Repair Shampoo, Moisturizing Shampoo

Elaeis Guineensis Extract (Palm Milk)

Tahitian Palm or Elaeis guineensis, is a species of oil palm that was discovered in the late 1400’s. The tree grows well in hot, wet, tropical environments and has been used for a variety of medicinal and nutritional purposes throughout history. Elaeis guineensis contains a multitude of vitamins and minerals that are essential to proper hair and skin health. In Better Natured™, it helps delivery high-performance conditioning benefits to the hair. Our Tahitian Palm milk is sustainably sourced from Tahiti and 100% natural.

What it's in: Color Care Shampoo, Color Care Conditioner, Color Care Deep Conditioning Balm, Damage Repair Shampoo, Damage Repair Conditioner, Heat Styling Lotion, Hydrating Leave-In Milk, Moisture Replenishing Masque, Moisturizing Shampoo, Moisturizing Conditioner, Shine Glaze, Strengthening Leave-In Cream, Liqui-Creme Hair Color

Ethyl Macadamiate

Macadamia-derived silicone replacement that delivers heat protection and intense shine. 100% naturally-derived.

What it's in: Heat Styling Lotion, Strengthening Leave-In Cream

Erythorbic Acid

A natural anti-oxidant that keeps the dyes in our hair color fresh.

What it's in: Liqui-Crème Hair Color

Euphorbia Cerifera (Candelilla) Wax/Candelilla Cera/Cire de Candelilla

Helps create a nice, creamy texture that helps the formula smooth onto strands. Sourced from the U.S.A and 100% naturally-derived.

What it's in: Heat Styling Lotion, Strengthening Leave-In Cream

Fragrance/Parfum

Fragrance gives our formulas their signature fresh, fruity-floral scent - a clean and crisp mix of crunchy greens and petally florals blended with powdery musk for a fresh finish. With Top notes such as Bergamot, Tropical Fruit, Crunchy Greens, Apple, Cucumber, Melon and Green Plum. Heart notes such as Water Lily, Violet, Jasmine, Rose, Lilac and Powdery Florals. Peach and Base notes such as Mossy Woods, Almond, Powdery Musk and White Woods. We chose a synthetic fragrance, which makes up less than 1% of each formula, because synthetic fragrances are more stable and are less likely to go rancid throughout the shelf life of the product.

What it's in: Color Care Shampoo, Color Care Conditioner, Color Care Deep Conditioning Balm, Damage Repair Shampoo, Damage Repair Conditioner, Heat Styling Lotion, Hydrating Leave-In Milk, Moisture Replenishing Masque, Moisturizing Shampoo, Moisturizing Conditioner, Shine Glaze, Strengthening Leave-In Cream, Liqui-Creme Hair Color

Glyceryl Stearate SE

Helps create a creamy, dreamy, texture that helps the formula smooth onto strands. 100% naturally-derived, sourced from India & U.S.A.

What it's in: Moisturzing Conditioner, Liqui-Crème Hair Color

Glycerin

100% Vegetable-sourced humectant that pulls moisture from the air to keep hair hydrated and maintain its moisture balance. Sourced from the U.S.A.

What it's in: Color Care Deep Conditioning Balm, Hydrating Leave-In Milk, Moisture Replenishing Masque, Moisturizing Shampoo, Moisturizing Conditioner, Shine Glaze

Glyceryl Laurate

Preservative that helps maintain product freshness, preventing microbial and fungal growth. (Because bacteria in your shampoo is a major “ew.”)

What it's in: Color Care Deep Conditioning Balm

Glycol Distearate

Makes our shampoo formulas opaque with a luxurious, pearlescent finish.

What it's in: Color Care Shampoo, Damage Repair Shampoo, Moisturizing Shampoo

Guar Hydroxypropyltrimonium Chloride

Helps to condition hair and keep it tangle-free, to help you easily comb your locks. Sourced from India and 86% naturally-derived.

What it's in: Color Care Deep Conditioning Balm, Damage Repair Shampoo, Heat Styling Lotion, Hydrating Leave-In Milk, Moisture Replenishing Masque, Strengthening Leave-In Cream

Helianthus Annuus (Sunflower) Seed Oil

Helps to nourish hair naturally and lock in much-needed moisture. 100% naturally-derived from sunflower seeds, sourced from the U.S.A.

What it's in: Heat Styling Lotion

Heptyl Undecylenate

A plant-based 100%-naturally-derived silicone replacement derived from castor oil that leaves hair feeling ultra-silky. Sourced from India.

What it's in: Heat Styling Lotion, Strengthening Leave-In Cream

Hexyl Cinnamal

A component of our formulas’ signature fresh, fruity-floral fragrance that helps keep it smelling fresh through its shelf life.

What it's in: Color Care Conditioner, Color Care Deep Conditioning Balm, Damage Repair Conditioner, Heat Styling Lotion, Hydrating Leave-In Milk, Moisture Replenishing Masque, Moisturizing Conditioner, Shine Glaze, Strengthening Leave-In Cream

Hydrolyzed Jojoba Esters

100% naturally-derived conditioning agent derived from the jojoba shrub that moisturizes and leaves hair soft.

What it's in: Color Care Conditioner, Color Care Deep Conditioning Balm, Moisture Replenishing Masque

Hydroxyethylcellulose

Helps to thicken formulas so they feel extra-luscious when applying. 70% naturally-derived.

What it's in: Color Care Deep Conditioning Balm, Moisture Replenishing Masque

Hydroxypropyl Guar

Conditions hair and makes combing easier on wet or dry strands. Sourced from Southern Asia and 87% naturally-derived.

What it's in: Heat Styling Lotion

Isoamyl Laurate

Sugar beet and coconut derived silicone replacement that prevents hair dryness with a lightweight non-greasy barrier. It gives hair good slip, feeling exceptional when wet and when dry, leaves hair feeling ultra-soft and silky. 100% naturally-derived.

What it's in: Color Care Conditioner, Color Care Deep Conditioning Balm, Hydrating Leave-In Milk, Moisture Replenishing Masque, Moisturizing Conditioner, Shine Glaze, Strengthening Leave-In Cream

Isopropyl Alcohol

A solvent in one of our key conditioning agents, present in a very small amount, which typically flashes off when making our product formulas.

What it's in: Color Care Conditioner, Color Care Deep Conditioning Balm, Damage Repair Conditioner, Hydrating Leave-In Milk, Moisture Replenishing Masque, Moisturizing Conditioner

Lauryl Glucoside

A 100% naturally-derived mild surfactant that makes our hydrating treatment milk feel marvelous on your hair.

What it's in: Hydrating Leave-In Milk

Lecithin

Helps improve the texture and look of dry hair, by boosting shine and softness. 100% naturally-derived, Sourced from the U.S.A.

What it's in: Hydrating Leave-In Milk

Laureth-4

A surfactant and solubilizer that helps the opacifying ingredients in our formulas function properly.

What it's in: Color Care Shampoo, Damage Repair Shampoo, Moisturizing Shampoo

Linalool

A component of our formulas’ signature fresh, fruity-floral fragrance that helps keep it smelling fresh through its shelf life.

What it's in: Color Care Conditioner, Color Care Deep Conditioning Balm, Damage Repair Conditioner, Heat Styling Lotion, Hydrating Leave-In Milk, Moisture Replenishing Masque, Moisturizing Conditioner, Shine Glaze, Strengthening Leave-In Cream, Liqui-Cream Hair Color

Magnesium Sulfate

The superhero salt that creates that sought-after beachy texture. 100% naturally-derived.

What it's in: Beachy Texture Spray

m-Aminophenol

A commonly used pigment that is used to create our Better Natured™ hair color shades. It is approved for use in both the EU and North America.

What it's in: Liqui-Crème Hair Color

Oleyl Alcohol

A 100% naturally-derived ingredient that creates a creamy texture and softens hair

What it's in: Liqui-Crème Hair Color

Para-Phenylenediamine

Para-phenylenediamine, also know as PPD, is a commonly used pigment to create most shades of hair color. It is approved for use in both the EU and North America.

What it's in: All Liqui-Crème Hair Color Shades except for 5RR

Phalaenopsis Amabilis Extract (Orchid Milk)

Orchid Milk is made by pressing the white orchid flowers to extract the liquid. It is similar to almond and macadamia milks in that it contains a mixture of carbohydrates and proteins that can enhance moisturization benefits. In Better Natured™, it helps deliver high-performance conditioning benefits to the hair. Our Orchid Milk is sustainably sourced from the U.S.A and is 100% natural.

What it's in: Color Care Shampoo, Color Care Conditioner, Color Care Deep Conditioning Balm, Damage Repair Shampoo, Damage Repair Conditioner, Heat Styling Lotion, Hydrating Leave-In Milk, Moisture Replenishing Masque, Moisturizing Shampoo, Moisturizing Conditioner, Shine Glaze, Strengthening Leave-In Cream, Liqui-Creme Hair Color

Phenoxyethanol

Preservative that prevents microbial and fungal growth. (Because bacteria in your shampoo is a major “ew.”)

What it's in: Color Care Shampoo, Color Care Conditioner, Color Care Deep Conditioning Balm, Damage Repair Shampoo, Damage Repair Conditioner, Heat Styling Lotion, Hydrating Leave-In Milk, Moisture Replenishing Masque, Moisturizing Shampoo, Moisturizing Conditioner, Shine Glaze, Strengthening Leave-In Cream, Liqui-Creme Hair Color

Phosphoric Acid

A PH adjuster that buffers the formula preventing irritation.

What it's in: Liqui-Crème Hair Color

Polyglyceryl-10 Laurate

An emulsifier derived from glycerin and palm oil that stabilizes and holds formulas together. 100% naturally-derived.

What it's in: Shine Glaze

Polyhydroxystearic Acid

Creates a creamy, dreamy, texture that helps the formula smooth onto strands. 100% naturally-derived and Sourced from E.U., India, & Brazil.

What it's in: Heat Styling Lotion, Strengthening Leave-In Cream

Polysorbate 20

An emulsifier used to create a creamy texture and keep the formula stable.

What it's in: Liqui-Crème Hair Color

Polyquaternium-7

Conditions hair and makes wet and dry combing easier without a greasy feel.

What it's in: Color Care Shampoo, Damage Repair Shampoo, Moisturizing Shampoo

Polyquaternium-10

Gives excellent conditioning effect to hair. It enhances the appearance and feel of hair by imparting moisturization and manageability.

What it's in: Color Care Shampoo, Damage Repair Shampoo, Moisturizing Shampoo

Polyquaternium-47

Makes combing out tangles in wet hair a breeze.

What it's in: Damage Repair Shampoo, Moisturizing Shampoo

Polyquaternium-53

A conditioning agent that makes the hair feels smooth and soft.

What it's in: Liqui-Crème Hair Color

Polyquaternium-67

Delivers extra conditioning oomph, especially for stubborn, tough-to-manage strands.

What it's in: Moisturizing Conditioner

Potassium Hydroxide

An alkalizing agent that helps keep a formula’s pH at the right balance for your hair.

What it's in: Blue Color Correcting Cream

Propanediol

A natural solvent that carries dyes into hair

What it's in: Liqui-Crème Hair Color

Resorcinol

A commonly used pigment used in select shades to achieve cooler color results. It is deemed safe to use in the EU and North America.

What it's in: Liqui-Crème Hair Color except Red shades

Sodium Benzoate

Preservative that helps maintain product freshness, preventing microbial and fungal growth. (Because bacteria in your shampoo is a major “ew.”)

What it's in: Color Care Shampoo, Color Care Conditioner, Color Care Deep Conditioning Balm, Damage Repair Shampoo, Damage Repair Conditioner, Moisture Replenishing Masque, Moisturizing Shampoo, Moisturizing Conditioner

Sodium C14-16 Olefin Sulfonate

Makes our shampoos fabulously foamy while boosting cleansing performance.

What it's in: Color Care Shampoo, Damage Repair Shampoo, Moisturizing Shampoo

Sodium Coco-Sulfate

A 100% naturally-derived mild gentle surfactant that helps to clean by binding to oils so color residues can be cleanly washed away.

What it's in: Liqui-Crème Hair Color

Sodium Gluconate

Helps prevent discoloration and rancidity, keeping our formulas from starting to look or smell “off” on your shower shelf.

What it's in: Color Care Shampoo, Color Care Conditioner, Color Care Deep Conditioning Balm, Damage Repair Shampoo, Damage Repair Conditioner, Heat Styling Lotion, Hydrating Leave-In Milk, Moisture Replenishing Masque, Moisturizing Shampoo, Moisturizing Conditioner, Strengthening Leave-In Cream, Liqui-Creme Hair Color

Sodium Hydroxide

An alkalizing agent that helps keep a formula’s pH at the right balance for your hair.

What it's in: Color Care Deep Conditioning Balm, Heat Styling Lotion, Moisture Replenishing Masque, Strengthening Leave-In Cream

Sodium Metasilicate

An anti-oxidant that keeps the Better Natured™ dyes fresh.

What it's in: Liqui-Crème Hair Color

Sodium Sulfite

An anti-oxidant that keeps the Better Natured™ dyes fresh.

What it's in: Liqui-Crème Hair Color

Sorbitol

A 100% naturally-derived sugar that retains moisture in the hair.

What it's in: Liqui-Crème Hair Color

Stearyl Alcohol

A 100% naturally-derived ingredient that creates a creamy texture in our Liqui-Crème Hair Color.

What it's in: Liqui-Crème Hair Color

Vegetable Oil/Olus Oil/Huile Végétale

Conditions and helps to repair damaged strands. 100% naturally-derived from vegetables.

What it's in: Moisturizing Conditioner

Water/Aqua/Eau

Essential formula base that acts as a powerhouse solvent, allowing the formula’s other ingredients to dissolve, mix, and function properly.

What it's in: Color Care Shampoo, Color Care Conditioner, Color Care Deep Conditioning Balm, Damage Repair Shampoo, Damage Repair Conditioner, Heat Styling Lotion, Hydrating Leave-In Milk, Moisture Replenishing Masque, Moisturizing Shampoo, Moisturizing Conditioner, Shine Glaze, Strengthening Leave-In Cream, Liqui-Creme Hair Color

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