Better Natured, a new brand with naturally-derived formulations that are stylist-developed and tested to deliver professional-level performance, has launched a hair care range to deliver professional results. Developed by the creators of Zotos Professional, Better Natured’s 12-product range follows ISO Global Standards, has been tested for efficacy and is compliant with North American and European regulatory standards.
The hair care range is also free from 12 ingredient taboos: silicones, parabens, SLS/SLES sulfates (sodium lauryl sulfate and sodium laureth sulfate), petrolatum, mineral oil, phthalates, gluten, animal-by-products, chemical sunscreens, microbeads, BPA and formaldehyde-releasing agents.
Its vegan formulas contain a triple plant milk blend of tahitian palm, orchid and coconut milk, and are never tested on animals. They are packaged in post-consumer recycled PET plastic and made with a synergistic blend of naturally-derived ingredients and clean synthetics to deliver performance.
Coinciding with the launch, Better Natured will be partnering with celebrity hairstylist Marcus Francis as the brand’s lead ambassador. The partnership is off to a star-studded start, having already made its surprise red carpet debut at the 2020 Academy Awards.
Better Natured will be kicking off several charitable initiatives that will accompany the launch. First, they will be partnering with Keep America Beautiful as a sponsor for the Great American Cleanup. Second, the brand is working with international recycling leader TerraCycle to announce the Better Natured Recycling Program.
In addition, in light of the current COVID-19 pandemic, Better Natured will be supporting medical workers on the frontlines through a product donation of shampoo, conditioner and gloves to both the Stamford Hospital Foundation and to Project Donate Beauty.
“When our internal incubator team began creating the range, we wanted to ensure the products were as natural as possible without sacrificing performance,” Marina Azizova, Better Natured senior research and development director, said. “To do so, we started the formulation process using just a few active ingredients, and then pulled in the newest high-quality, naturally-derived options available on the market. Better Natured is about good, clean, fun and we want consumers to embrace the freedom of knowing that our clean formulas truly perform, so they can be as creative as they want.”
“I love the ease and playful aesthetic of Better Natured,” Francis said. “I'm able to use the products on my A-list clients to create beautiful red carpet looks while being confident that anyone watching at home can grab the same products I’ve used and recreate the look. With Better Natured, you know you’re not only creating bold, fun looks but also maintaining healthy-looking hair.”