Herbal Essences plans to further its commitment to ingredient transparency and sustainable packaging with a series of introductions and improvements in 2020, starting with the launch of its Potent Aloe Collection.
The Potent Aloe Collection, which contains high-quality botanicals and plant extracts that are authenticated by the Royal Botanic Gardens, Kew, is made with sustainably and responsibly sourced Aloe Vera from Mexico.
Additionally, Herbal Essences is continuing to offer products that meet the strict standards of the Environmental Working Group (EWG), a non-profit, non-partisan organization dedicated to protecting human health and the environment.
With the launch of the Potent Aloe Collection, Herbal Essences now offers six shampoos that meet these standards and are free from the EWG’s “chemicals of concern.”
The brand also voluntarily discloses all product fragrance components and is globally recognized as a PETA Cruelty-Free brand, meaning products and ingredients are not being tested on animals.
Understanding the impact packaging has on the environment, Herbal Essences is identifying new packaging solutions that promote sustainability.
Herbal Essences is continuing its relationship with TerraCycle by offering three limited-edition Beach Plastic bottles at Walmart and Dollar General beginning in March. The bottle transforms non-recyclable, plastic waste into recyclable bottles, as 25% of each is made with plastic directly collected from oceans, rivers and other waterways.
Also, the classic Herbal Essences Collections, including Hello Hydration, Body Envy and Color Me Happy, are now available in recyclable bottles.
“Herbal Essences continues to work with the scientists at the Royal Botanic Gardens, Kew to confirm the identity of the brand’s plant extracts,” said professor Monique Simmonds, deputy director of science for the Royal Botanic Gardens, Kew. “Not all plant extracts are equal; how the plant is farmed, harvested and extracted impacts the quality.”
“Transparency and sustainability continue to be at the core of Herbal Essences’ innovation,” said Jennifer Thompson, associate brand director, NA Herbal Essences. “This year, we’re eager to continue collaborating with partners with similar missions that help us set new standards and help everyone experience the positive power of nature.”