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French cosmetics company L’Oreal SA announced today they are responding to the rapidly growing natural beauty trend by releasing its first vegan, 100 percent plant-based hair dye collection today called Botanea.
The addition of this new hair color line is a reaction to the rapidly evolving natural and organic personal care market, which was worth around $11 billion internationally in in 2016 and is slated to likely double by 2024, according to Ernst & Young.
Platinum blonde-creator L’Oreal is also hoping to bolster their professional-products segment, which has been the slowest-performing unit for the past seven consecutive quarters. As more millennial consumers demand transparency and look to lighten their toxic loads, professional hair care has taken a hit since it’s traditionally been difficult to formulate professional hair dye without ammonia and other potentially dangerous chemicals.
“We’ve managed to marry naturalness with a professional result without compromising on either point,” Marion Brunet, head of the L’Oreal Professional brand, said at a launch event in Paris. Traditionally plant-based professional hair care has been limited by color choices and intensity.
Botanea is sourced from three plants found in India and will be available in European salons in 2018.
Artlic At: Forbes