Pure Beauty speaks to Evelyn Liddell, Weleda head of new product development and training, about Weleda's new hair care range.
Why did the range take five years to develop?
For Weleda, it is important that the lead plant selection is correct. A deep and thorough understanding of a plant and its unique processes takes time, and several plant life cycles to grasp fully. Growing the plants biodynamically also takes time. Also, we were keen to develop new gentle but effective cleansing natural options, and new formulations all need careful balancing of ingredients. together with thorough testing for quality and shelf life.
What results can customers expect from the range?
The range should gently remove any silicone build up after a few washes to reveal the beauty of your natural healthy hair. After regular use, hair should feel soft and smooth, and regain strength and natural sheen. You do get lather with these products - but not a head full of suds. This is a noticeable difference between the natural Weleda hair care range and conventional synthetic products. You don't need bubbles to clean, as the natural tensides gently clean hair without stripping its protective oils.
What does the new range bring to the hair care market that hasn't been seen before?
The range brings 100% (NATRUE-certified) natural ingredients and gentle but effective cleansing. The products offer an option for people who want to move away from conventional hair care, without compromising on quality. Incorporating the lead plant principle - a carefully thought through rationale rather than just a pleasant smelling product with a few fashionable ingredients - the range compliments the existing Weleda product line. Weleda hair care is designed to deliver and endure, not just meet a current trend.
