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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:


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. 

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.


The minimal amount of man-made stuff was chosen to make sure our formulas function while you have fun. Now, go play!

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