TRESemmé has announced the U.K. launch of its natural hair care range, Pro Pure, available in three shampoo and conditioner pairings: Damage Recovery, Radiant Colour and Airlight Volume.
In the United States, the Pro Pure collection includes shampoo and conditioner pairings of Damage Recovery, Curls Define and Micellar Moisture.
Designed to meet Unilever’s wider global packaging commitment to halve the company’s use of virgin plastic, each Pro Pure bottle is 100% recyclable. Made from transparent PET, the bottle also includes 30% PCR.
The cap contains detectable black masterbatch, while the label has been designed to obscure less than 50% of the bottle to ensure there are no issues with detection at recycling plants.
Carly Burford, hair care marketing director for Unilever UK&I, says, “With 59% of customers globally in favor of more transparency in the beauty industry, Pro Pure has been specifically developed to provide shoppers with a hair care range that is as natural and chemical-free as possible. Containing zero sulphates, silicones or dyes, shoppers can also expect no compromise on results—when compared to products which contain these ingredients. This is why TRESemmé Pro Pure is set to stand out within the hair care category.”
The TRESemmé U.K. website lists the ingredients only for the Damage Recovery products but does indicate the Radiant Colour and Airlight Volume are both sulfate-free, silicone-free and dye-free.
Ingredients (Pro Pure Damage Recovery Conditioner): Water (Aqua), Cetearyl Alcohol, Behentrimonium Chloride, Cocos Nucifera (Coconut) Oil, Fragrance (Parfum), Dipropylene Glycol, Lactic Acid, Sodium Benzoate, Disodium EDTA, Benzyl Salicylate, Hexyl Cinnamal, Limonene, Linalool.