L’Oréal launches new premium natural hair care brand

The Botanicals Fresh Care collection taps into the increasingly fruitful natural beauty segment

Image: L’Oréal Paris

L’Oréal Paris has announced its expansion into the natural hair care category with its new Botanicals Fresh Care range.

Available in four versions - coriander, safflower, geranium and camelina - the brand said products will be silicone, paraben and dye-free.

“To replace the silicones, our designers came up with a coconut and soy-based botanical complex to protect the hair without greasiness or heaviness, offering a gentle, natural and light touch”, said Anne Machet, Deputy CEO International of L’Oréal.

The group said its packaging will also be environmentally friendly. The new packaging will be made from PolyEthylene Terephthalate (PET), which is 100% recycled and recyclable.

Machet said the product development took several years to obtain raw materials of the highest quality.

“Our goal is to offer a premium experience and high-quality products inspired by nature to the largest number of people as possible, especially devotees of a healthy lifestyle,” Machet added.

The brand will be supported by YouTube tutorials and “Meet the Makers” videos.

Initially launched in France, Germany and UK. It said it is planning to expand internationally.

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