You can’t properly play with your hair unless your product game is on point—and that starts with remarkable ingredients.
We know, because our roots (the hair kind and the history kind) are in developing salon products for stylists who demand formulas that can keep up with their creativity—just like you. So how do we do it? First, we decide exactly how powerful each product needs to be in order to give you that “WHOA” result. We start with the highest number of naturally-derived ingredients possible and only then do we add efficient levels of synthetic ingredients to make sure our formulas exceed your expectations.
Check out our signature triple plant milk blend of Coconut, Orchid and Tahitian Palm. These three remarkable ingredients work together to deliver high-performance, “OMG” conditioning results to hair, and you guessed it, all are sustainably sourced and 100% natural. All of the Better Natured® products use this Triple Plant Milk blend because it is beneficial, water soluble, more stable than oils and so light that it can be used even on fine hair.
OUR VISIONOF CLEAN
There is always a cleaner way that is better for the planet we share. And we’ll stop at nothing to find it, day in and day out. Our pledge is to deliver clean hair products without compromising performance.
Nowadays, clean can mean different things to different brands. As a global company with a rich 90-year history in the salon professional industry, we are held to a higher standard than are most new start-up brands today.
For us, clean means products 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.
**Post-consumer recycled content.
***SLS/SLES Sulfates = Sodium Lauryl Sulfate/Sodium Laureth Sulfate.
Criteria for our vegan product formulations
Our vegan product formulas are completely free from animal-based ingredients, such as milk or honey. Nor do we use ingredients derived from animal raw materials such as crustacean shells (chitin), keratin, silk, or beef tallow in our vegan product formulations. Our vegan cosmetic ingredients must therefore meet stringent requirements. Compliance with these criteria must be confirmed in writing by our suppliers. Please don't hesitate to contact our Customer Service at firstname.lastname@example.org or 1-800-242-9283 to learn more.