How do we define naturally-derived and purely science?
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 has undergone limited processing. In the Better Natured® line, the percent naturally-derived varies from product to product and ranges from 86% to 99%.
According to Global ISO® Standard 16128:
naturally-derived
According to ISO, an ingredient is defined as naturally-derived if it occurs in nature and has undergone limited chemical or other processing which modifies it from its natural state. So for example, if a formula is 95% naturally-derived, it means that plant and mineral derived materials and water, all of which undergo limited processing, make up at least 95% of the formula.
purely science
"Purely science” refers to the clean synthetic ingredients necessary to ensure the efficacy and stability of the formula. If that sounds a bit dry, it’s because we’re giving it to you straight: no nonsense, no fluff. After all, we think of you as a friend—and what kind of friend would we be if we weren’t totally honest with you? (Even if you’ve got something in your teeth).
To be crystal clear on the difference between naturally-derived and purely science ingredients, we even color code them on our packaging so you can see which is which.
YOU’RE WELCOME.
COME CLEAN WHY ISN’T THE FORMULA 100% naturally-derived?
We get it. The word “synthetics” sounds like a major NOPE at first. But we selectively add a small percentage of synthetic ingredients to our products in order to make your experience better.
One reason is to keep the formula from turning funky between the moment it’s bottled and the moment it hits your bathroom. Synthetic ingredients are a must to ensure stability in texture, fragrance, and performance.
The other reason is that we want these formulas to help you achieve your hair goals 100%—and that means they have to work. Finally, we chose to formulate with synthetic fragrances, which make up less than 1% of our formulas, because natural fragrances can be high in allergens and irritants.
BOTTOM LINE?
The minimal amount of man-made stuff was chosen to make sure our formulas function while you have fun. Now, go play!
WHAT’S IN OUR FORMULAS: THE INSIDE STORY
The secret ingredient in Better Natured® is that there are no secret ingredients. We believe in total transparency because you’re smart enough to handle the truth.
Click through and take a look—we’ve got nothing to hide.
- Moisture Replenishing Masque
- Color Care Shampoo
- Color Care Conditioner
- Color Care Deep Conditioning Balm
- Damage Repair Shampoo
- Damage Repair Conditioner
- Damage Repair Strengthening Leave-In Cream
- Heat Styling Lotion
- Hydrating Leave-In Milk
Moisture Replenishing Masque
Water/Aqua/Eau, Cetearyl Alcohol, Behentrimonium Chloride, Glycerin, Isoamyl Laurate, Cetyl Esters, Cocos Nucifera (Coconut) Oil, Guar Hydroxypropyltrimonium Chloride, Cocos Nucifera (Coconut) Fruit Extract, Elaeis Guineensis (Palm) Extract, Phalaenopsis Amabilis Extract, Hydrolyzed Jojoba Esters, Hydroxyethylcellulose
Phenoxyethanol, Citric Acid, Isopropyl Alcohol, Sodium Gluconate, Sodium Hydroxide, Sodium Benzoate, Benzyl Alcohol, Hexyl Cinnamal, Linalool, Fragrance/Parfum
Color Care Shampoo
Water/Aqua/Eau, Decyl Glucoside, Cocamidopropyl Betaine, Dimethyl Lauramide/Myristamide, Elaeis Guineensis (Palm) Extract, Phalaenopsis Amabilis Extract, Cocos Nucifera (Coconut) Fruit Extract, Citric Acid, Glycol Distearate
Sodium C14-16 Olefin Sulfonate, Phenoxyethanol, Polyquaternium-10, Polyquaternium-7, Cetrimonium Chloride, Laureth-4, Sodium Benzoate, Benzoic Acid, Sodium Gluconate, Fragrance/Parfum
Color Care Conditioner
Water/Aqua/Eau, Cetearyl Alcohol, Behentrimonium Chloride, Glycerin, Glyceryl Stearate SE, Isoamyl Laurate, Stearyl Alcohol, Cetyl Esters, Cocos Nucifera (Coconut) Oil, Vegetable Oil/Olus Oil/Huile Végétale, Elaeis Guineensis (Palm) Extract, Phalaenopsis Amabilis Extract, Caesalpinia Spinosa Gum, Cocos Nucifera (Coconut) Fruit Extract, Citric Acid, Guar Hydroxypropyltrimonium Chloride
Benzyl Alcohol, Isopropyl Alcohol, Potassium Hydroxide, Sodium Benzoate, Sodium Gluconate, Phenoxyethanol, Hexyl Cinnamal, Linalool, Fragrance/Parfum
Color Care Deep Conditioning Balm
Water/Aqua/Eau, Cetearyl Alcohol, Behentrimonium Chloride, Glycerin, Cocos Nucifera (Coconut) Fruit Extract, Elaeis Guineensis (Palm) Extract, Phalaenopsis Amabilis Extract, Caesalpinia Spinosa Gum, Vegetable Oil/Olus Oil/Huile Végétale, Cetyl Esters, Citric Acid, Isoamyl Laurate, Lecithin, Sodium Gluconate
Phenoxyethanol, Glyceryl Laurate, Guar Hydroxypropyltrimonium Chloride, Isopropyl Alcohol, Benzyl Alcohol, Hexyl Cinnamal, Linalool, Fragrance/Parfum
Damage Repair Shampoo
Water/Aqua/Eau, Cocamidopropyl Betaine, Dimethyl Lauramide/Myristamide, Cocos Nucifera (Coconut) Oil, Elaeis Guineensis (Palm) Extract, Phalaenopsis Amabilis Extract, Cocos Nucifera (Coconut) Fruit Extract, Guar Hydroxypropyltrimonium Chloride, Glycol Distearate, Citric Acid,
Sodium C14-16 Olefin Sulfonate, Decyl Glucoside, Phenoxyethanol, Cetrimonium Chloride, Laureth-4, Polyquaternium-10, Polyquaternium-47, Polyquaternium-7, Sodium Gluconate, Potassium Hydroxide, Sodium Benzoate, Dehydroacetic Acid, Benzoic Acid, Fragrance/Parfum
Damage Repair Conditioner
Water/Aqua/Eau, Cetearyl Alcohol, Behentrimonium Chloride, Cocos Nucifera (Coconut) Oil, Elaeis Guineensis (Palm) Extract, Phalaenopsis Amabilis Extract, Cocos Nucifera (Coconut) Fruit Extract, Caesalpinia Spinosa Gum, Cetyl Esters, Citric Acid
Phenoxyethanol, Isopropyl Alcohol, Sodium Benzoate, Sodium Gluconate, Benzyl Alcohol, Hexyl Cinnamal, Linalool, Fragrance/Parfum
Damage Repair Strengthening Leave-In Cream
Water/Aqua/Eau, Cetearyl Alcohol, Glycerin, Isoamyl Laurate, Cocos Nucifera (Coconut) Fruit Extract, Elaeis Guineensis (Palm) Extract, Phalaenopsis Amabilis Extract, Behentrimonium Chloride, Caprylyl Glycol, Citric Acid, Lauryl Glucoside, Lecithin,
Phenoxyethanol, Dicetyldimonium Chloride, Guar Hydroxypropyltrimonium Chloride, Isopropyl Alcohol, Benzoic Acid, Dehydroacetic Acid, Sodium Gluconate, Benzyl Alcohol, Hexyl Cinnamal, Linalool, Fragrance/Parfum
Heat Styling Lotion
Water/Aqua/Eau, Guar Hydroxypropyltrimonium Chloride, Cetearyl Alcohol, Ethyl Macadamiate, Cocos Nucifera (Coconut) Oil, Elaeis Guineensis (Palm) Extract, Cocos Nucifera (Coconut) Fruit Extract, Helianthus Annuus (Sunflower) Seed Oil, Behenyl Behenate, Brassicamidopropyl Dimethylamine, C13-16 Isoparaffin, Citric Acid, Euphorbia Cerifera (Candelilla) Wax/Candelilla Cera/Cire de Candelilla, Heptyl Undecylenate, Hydroxypropyl Guar, Phalaenopsis Amabilis Extract, Polyhydroxystearic Acid,
Caprylyl Glycol, Ceteareth-20, Phenoxyethanol, Hexyl Cinnamal, Benzyl Alcohol, Linalool, Sodium Gluconate, Fragrance/Parfum
Hydrating Leave-In Milk
Water/Aqua/Eau, Cetearyl Alcohol, Glycerin, Isoamyl Laurate, Cocos Nucifera (Coconut) Fruit Extract, Elaeis Guineensis (Palm) Extract, Phalaenopsis Amabilis Extract, Behentrimonium Chloride, Caprylyl Glycol, Citric Acid, Lauryl Glucoside, Lecithin,
Phenoxyethanol, Dicetyldimonium Chloride, Guar Hydroxypropyltrimonium Chloride, Isopropyl Alcohol, Benzoic Acid, Dehydroacetic Acid, Sodium Gluconate, Benzyl Alcohol, Hexyl Cinnamal, Linalool, Fragrance/Parfum
