We hold ourselves to high standards and use the Global ISO Standard 16128 which defines naturally-derived as a plant or mineral derived material and water which has undergone limited processing. In the Better Natured® line, the percent naturally-derived varies from product to product and ranges from 86% to 99%.
According to Global ISO® Standard 16128:
According to ISO, an ingredient is defined as naturally-derived if it occurs in nature and has undergone limited chemical or other processing which modifies it from its natural state. So for example, if a formula is 95% naturally-derived, it means that plant and mineral derived materials and water, all of which undergo limited processing, make up at least 95% of the formula.
“Purely science” refers to the clean synthetic ingredients necessary to ensure the efficacy and stability of the formula. If that sounds a bit dry, it’s because we’re giving it to you straight: no nonsense, no fluff. After all, we think of you as a friend—and what kind of friend would we be if we weren’t totally honest with you? (Even if you’ve got something in your teeth).
We get it. The word “synthetics” sounds like a major NOPE at first. But we selectively add a small percentage of synthetic ingredients to our products in order to make your experience better.
One reason is to keep the formula from turning funky between the moment it’s bottled and the moment it hits your bathroom. Synthetic ingredients are a must to ensure stability in texture, fragrance, and performance.
The other reason is that we want these formulas to help you achieve your hair goals 100%—and that means they have to work. Finally, we chose to formulate with synthetic fragrances, which make up less than 1% of our formulas, because natural fragrances can be high in allergens and irritants.
We know, because our roots (the hair kind and the history kind) are in developing salon products for stylists who demand formulas that can keep up with their creativity—just like you. So how do we do it? First, we decide exactly how powerful each product needs to be in order to give you that “WHOA” result. We start with the highest number of naturally-derived ingredients possible and only then do we add efficient levels of synthetic ingredients to make sure our formulas exceed your expectations.
Check out our signature triple plant milk blend of Coconut, Orchid and Tahitian Palm, sustainably sourced, 100% natural, and found in every Better Natured® formula. Our formulas are designed work together to deliver high-performance, “OMG” conditioning results to hair. We chose to use the triple plant milk blend in all of our formulas because they are water soluble, more stable than oils, and light enough to use on fine hair. Read more about these and the other ingredients you can find in our Better Natured ® formulas below:
There is always a cleaner way that is better for the planet we share. And we’ll stop at nothing to find it, day in and day out. Our pledge is to deliver clean hair products without compromising performance.
Nowadays, clean can mean different things to different brands. As a global company with a rich 90-year history in the salon professional industry, we are held to a higher standard than are most new start-up brands today.
For us, clean means products have been rigorously tested for efficacy, are compliant with European and North American regulatory standards, and are free from our top 12 ingredient taboos: silicones, parabens, SLS/SLES sulfates, petrolatum, mineral oil, phthalates, gluten, animal by-products, chemical sunscreens, microplastics, BPA and formaldehyde-releasing agents.
We believe that a cleaner world starts with all of us. Our bottles, jars, tubes and hair color cartons are 100% recyclable—so once you’ve squeezed every last drop of good, clean, fun out of them, be sure to send them to the recycling bin.
To help you with that, we’ve partnered with How2Recycle® and we proudly feature their logo on the back of our packaging.
Learn how easy it is to recycle with How2Recycle®.
Our non-recyclable packaging components such tubes, caps and sprayers can be sent to our partners at TerraCycle®, who find ways to recycle materials that can’t be recycled through normal streams. Once you’re done squeezing every last drop of product out of your bottle or tube, check out the Better Natured™ Recycling Program page on Terracycle.com
How we make our hair care is just as important as what it’s made of. We proudly manufacture in the USA at our wholly-owned plant located in Geneva, NY, a small town of only 13,200 residents where we are one of the top employers.
Our plant is one of the industry’s greenest manufacturing plants, which utilizes sustainable practices like wind-powered electricity, water usage, and waste reduction. In other words, it’s a big factory with a small footprint. Our Geneva plant has the capability to generate up to 2,800,000 kilowatts of wind power each year.
By owning our own production facilities, we verify the sourcing of each ingredient coming into our plant and we control the entire process from start to finish.
OUR PLANT IN GENEVA, NY
