Better Natured is a new stylist-developed, naturally derived haircare brand that delivers clean formulas that are free from commonly avoided ingredients like silicones, parabens, mineral oil and more. The brand's vegan-friendly formulas are made with a blend of three plant milks—Tahitian palm, orchid and coconut milk—which are combined with naturally derived ingredients and clean synthetics. To emphasize this, the brand's bottles and tubes are clearly labeled to spell out the portion of natural ingredients included—in the case of the Damage Repair Conditioner, it's 95% naturally derived and 5% "purely science."
The premium brand offers a range of shampoos and conditioners for everyday care, as well as treatments and styling products to support ingredient-conscious consumers. Further appealing to naturally minded consumers, the products are packaged in post-consumer recycled PET plastic.
Image Credit: Better Natured
Why This Trend Is Growing
- Plant-based Haircare
- Disruptive innovation opportunity: Develop plant-based haircare products that cater to ingredient-conscious consumers.
- Vegan-friendly Formulas
- Disruptive innovation opportunity: Create vegan-friendly haircare formulations that align with the growing demand for cruelty-free products.
- Clean and Natural Ingredients
- Disruptive innovation opportunity: Develop haircare products that prioritize clean and natural ingredients, avoiding commonly avoided chemicals.
Industries Being Reshaped
- Beauty and Personal Care
- Disruptive innovation opportunity: Incorporate plant-based, vegan-friendly formulas into the beauty and personal care industry to cater to eco-conscious consumers.
- Sustainable Packaging
- Disruptive innovation opportunity: Develop sustainable packaging solutions using post-consumer recycled materials for the beauty and personal care industry.
- Haircare Products
- Disruptive innovation opportunity: Create innovative haircare products that enhance hair health by utilizing the benefits of plant milks and natural ingredients.
