A Better World For All Making Communities Better

a better world for all

formula & packaging

Our formulas are developed to achieve maximum biodegradability. We never use ingredients known to harm the environment, such as nonylphenols, bio-accumulating silicones or SLS/SLES*** sulfates.

And every formula is made with as few ingredients as possible to simplify the manufacturing process.

***SLS/SLES Sulfates = Sodium Lauryl Sulfate/Sodium Laureth Sulfate.

Our hair color cartons are made with FSC-certified 100% recycled fiber. These paperboard cartons have been diverted from the waste stream and are 100% recyclable.

Our bottles are made with up to 50% post-consumer recycled (PCR) PET plastic. That means some of the plastic started its life in someone else’s recycling bin. Our bottles are also BPA (bisphenol A) free.

And, we’re committed to making 100% of our Better Natured® packaging recyclable, reusable or compostable by 2025.

Good. Clean. Fun.TM Fact.

Why does PCR (post-consumer recycling) make a difference?*


less total energy is used for producing PCR vs. virgin material


less water is consumed in the production of PCR vs. virgin material


reduction in greenhouse gases when producing PCR vs. virgin material

*Life cycle impacts for PCR resins: PET, HDPE, & PP, Franklin Associate, December 2018

We Believe in 100% RECYCLING

We believe that a cleaner world starts with all of us. Our bottles, jars, tubes and hair color cartons are 100% recyclable—so once you’ve squeezed every last drop of good, clean, fun out of them, be sure to send them to the recycling bin.

To help you with that, we’ve partnered with How2Recycle® and we proudly feature their logo on the back of our packaging.

Learn how easy it is to recycle with How2Recycle®.

Our partner Terracycle®

Our non-recyclable packaging components such tubes, caps and sprayers can be sent to our partners at TerraCycle®, who find ways to recycle materials that can’t be recycled through normal streams. Once you’re done squeezing every last drop of product out of your bottle or tube, check out the Better Natured™ Recycling Program page on Terracycle.com.



How we make our hair care is just as important as what it's made of. We proudly manufacture in the USA at our wholly-owned plant located in Geneva, NY, a small town of only 13,200 residents where we are one of the top employers.

Our plant is one of the industry's greenest manufacturing plants, which utilizes sustainable practices like wind-powered electricity, water usage, and waste reduction. In other words, it's a big factory with a small footprint. Our Geneva plant has the capability to generate up to 2,800,000 kilowatts of wind power each year.

By owning our own production facilities, we verify the sourcing of each ingredient coming into our plant and we control the entire process from start to finish.