It’s in our nature to be bold… to be braVE…to be beautiful on our terms.

It’s in our nature not to settle, not to compromise, and not to give up.

And it’s in our nature to add a splash of color TO THE vast sea of neutrals that seems to surround us.

Our secrets are out—we’re the ones who are spreading them

Because at Better Natured®, we’re turning nature on its head with vegan professional formulas that pair the expert with the exuberant and performance with play.

And it’s all on the label for you to see (we even color-code the ingredients)—and maybe learn a thing or two from our scientists who’ve been at this for a long time. (Since 1929 when Zotos Professional revolutionized the salon industry, in fact.)


The kind we’ve been craving—the kind that makes us take a chance on a new shade, give it the care it deserves, and leaves us touching our hair uncontrollably because we never thought naturally-derived* ingredients could make our strands feel so unbelievably amazing.

It’s in our nature to bring you the best of all worlds—gorgeous strength, rockin’ radiance and enviable vitality.

Get ready for some Good. Clean. Fun. with Better Natured!

*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 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%.

Better Natured® WAS BORN FROM THE brilliant minds at Zotos Professional.

Founded in New York in 1929, Zotos Professional revolutionized the salon industry with state of the art innovations for professional salon services.  Nearly a century later, we pride ourselves on making powerful salon products that make astonishing beauty transformations possible, every single day.

Our Zotos Professional on-site salon tests every product with stylists and clients to make sure they meet our rigorous standards.  And just to make sure all our products are 5-star, we also test them with our 45-member Salon Education Team. 


What makes the Better Natured™ brand different is how we develop our formulas.  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. And we ensure everything meets our clean pledge**.

The result? Our formulas range from 86% to 99% naturally-derived* and from 1% to 14% purely science synthetics.  Each formula has a different yet synergistic combination depending on the results needed to exceed your expectations (and your creativity). 

So, whether an ingredient is naturally-derived* or synthetic, we can assure you it meets or exceeds the toughest European & North American safety regulations and is necessary to either provide a professional result or to ensure stability (because who wants a shampoo that falls apart in the shower?). And, we can always get better, so we continually strive to improve our formulations as new technologies and better ingredients become available.

*The Better Natured™ pledge is to deliver clean hair products without compromising performance. What does “clean’ mean to us? Products that 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 (Sodium Lauryl Sulfate and Sodium Laureth Sulfate) sulfates, petrolatum, mineral oil, phthalates, gluten, animal by-products, chemical sunscreens, microbeads, BPA and formaldehyde-releasing agents.


We see it as our duty to clear up the misconception about controversial ingredients, whether they be of natural or synthetic origin, so we highlight the percent naturally-derived* and purely science on the front label of each product and we take it one step further by color coding each ingredient on the back label so you can clearly see the difference. 

We uphold our clean formulation standards by ensuring that naturally-derived* ingredients are sustainably sourced, all synthetics are not harmful, and all formulations are vegan*.

Check out our Ingredient Glossary where we explain what each ingredient does and why we use it.

View our Ingredient Glossary

Vegan formula logo

Good. Clean. Fun.® Fact.

Who knew that Heptyl Undecylenate is naturally-derived*? It is a plant-based silicone alternative derived from castor oil. We use it in Better Natured™ conditioners to provide a silky after-feel on hair.


Our team of scientists is dedicated to conducting the research necessary for real innovation, adopting cutting-edge technologies and sourcing QA-tested  ingredients. So, you guessed it… we don’t make products in a kitchen!  We create our formulas in our own state-of-the-art laboratory located in our headquarters in Darien, Connecticut where we have been developing products for nearly 50 years.  And then we test every single formula with stylists and consumers in our own Green Circle Certified Salon.  Our Better Natured™ formulas are launched only when they get the salon’s seal of approval. (Or should we say “green light?”)

Green Circle (GCS) is a movement to help the salon industry reduce its environmental footprint and provide options for consumers seeking genuine green options in salon care. Since its inception in 2009, GCS has been building a network of 3,200+ certified salons (advocates), schools and advanced academy’s throughout North America and providing them with a comprehensive pathway to financial and environmental sustainability with a green business program; including recycling, renewing and repurposing up to 95% of their beauty waste. Today, GCS diverts more than 1.8 million pounds of waste from landfill spaces and waterways in North America annually.

Good. Clean. Fun.® Fact.

In 2019 we tested Better Natured™ hair products on hundreds hair-loving humans and on 0 animals (because we’re big fans of our furry friends).