The team at Zotos Professional developed a new 'clean' hair care range -- Better Natured. The line includes 12 haircare and styling products, followed by a color range set to launch in June. The recyclable packaging, which is made with post-consumer recycled PET, features colorful labels. Marina Azizova, senior research & development director, Better Natured, says, "When our internal incubator team began creating the range, we wanted to ensure the products were as natural as possible without sacrificing performance. To do so, we started the formulation process using just a few active ingredients, and then pulled in the newest high-quality, naturally-derived options available on the market." Natural, Vegan, Cruelty-Free Better Natured's naturally-derived formulations deliver professional-level performance, the brand states, and the line was tested in a Certified Green Circle Salon. The formulas are also vegan and cruelty-free. They contain a triple plant milk blend of Tahitian palm, orchid, and coconut milk. The line is free from 12 controversial ingredients -- silicones, parabens, SLS/SLES sulfates (Sodium Lauryl Sulfate and Sodium Laureth Sulfate), petrolatum, mineral oil, phthalates, gluten, animal by-products, chemical sunscreens, microbeads, BPA and formaldehyde-releasing agents. The products meet ISO Global Standards, and have been rigorously tested for efficacy. The formulas are compliant with European and North American regulatory standards. Recyclable Post-Consumer Packaging Better Natured's packaging includes bottles with caps, spray bottles, bottles with pumps, and tubes. All are amber-colored, and decorated with colorful labels. The packaging is made using PCR PET plastic. The brand has also created the Better Natured Recycling Program, in partnership with Terracycle. The initiative ensures that the packaging will be diverted from landfills, and able to be recycled throughout the U.S. Promoting the Line, Sponsoring Charitable Projects Celebrity Hairstylist Marcus Francis is the brand's lead ambassador. Better Natured will be kicking off several charitable initiatives, including a partnership with Keep America Beautiful. The brand is sponsoring the Great American Cleanup, the nation's largest community improvement program to beautify local communities through structured service projects and community murals. Covid-19 Initiatives In light of the current Coronavirus pandemic, Better Natured is supporting medical workers on the frontlines by donating shampoo, conditioner, and gloves to the Stamford Hospital Foundation and Project Donate Beauty. More Info Better Natured is a Zotos Professional brand. Zotos Professional is a part of Henkel's North American Beauty Care business unit.