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).
THE OPPORTUNITY FLIPPING NATURE ON ITS HEAD
It's our job to talk to consumers about their hair every day. They tell us time and again of their demand for naturally-derived haircare and hair color products, but also of their growing frustration with the lack of performance, inconsistent quality and misleading ingredient labeling of many natural products on the market today.
We saw this dilemma as an opportunity to change the conversation around natural, creating a better standard of professional performance and a new level of transparency around each ingredient used. (BTW, we also noticed that the natural category was, dare we say it, a bit BORING… with a sea of white bottles in every aisle and soft quiet images of natural ingredients everywhere).