# Clean Hair Product Launches California Naturals Launches at 14,00 Ulta Beauty Stores By Georgia Wray Norsten | Published 2025-01-27 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/california-naturals References: [thecalifornianaturals](https://thecalifornianaturals.com/)  '[California Naturals](https://www.trendhunter.com/trends/california-naturals-super-moisture-collection),' the clean, nature-inspired hair and body brand, is set to revolutionize affordable luxury with its launch at [Ulta Beauty](https://www.trendhunter.com/trends/personal-care) stores and online today. Backed by actor Owen Wilson, the brand’s playful 'Chief Shampoo Officer,' this milestone introduces a refreshed lineup of products designed to deliver premium results at under $12. Founded by Shelby Wild in 2023, California Naturals champions clean formulations, with 90%+ naturally derived ingredients and eco-conscious packaging. The brand’s standout offerings include the 'Gentle Shampoo' for post-workout refreshes, the 'Re:GRO Anti-Thinning Line' targeting scalp health, and Wilson’s favorite, the '2-in-1 Hair + Body Wash' with Hawaiian Rain scent. With its innovative formulations and Certified [B Corp](https://www.trendhunter.com/trends/welltayl) status, California Naturals is more than haircare -- it’s a lifestyle accessible to everyone. Elevate your routine with products that celebrate clean beauty, available exclusively at Ulta Beauty starting January 27. Image Credit: California Naturals ## Trend Insights (Trend Hunter) - Score: 7.2/10 - Popularity: 92% | Activity: 91% | Freshness: 34% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What Makes This Trend Stand Out - **Affordable Luxury:** Emerging demand for high-quality products at a lower price point presents opportunities for brands to redefine affordable luxury in personal care. - **Eco-conscious Beauty:** The eco-conscious beauty segment is gaining momentum, pushing brands to innovate with sustainable packaging and naturally derived ingredients. - **Celebrity-endorsed Brands:** Brands leveraging celebrity endorsements in strategic roles, like Chief Shampoo Officer, can enhance consumer engagement and brand story. ### Sectors Adopting This - **Hair Care:** Hair care brands are innovating through clean and effective formulas that cater to niche needs, such as post-workout cleansing and anti-thinning solutions. - **Sustainable Packaging:** Sustainable packaging has become a critical industry focus, driving innovation in eco-friendly materials and designs that reduce environmental impact. - **Retail Beauty:** Retail beauty is evolving with the integration of clean beauty brands in mainstream outlets, expanding consumer access to environmentally friendly options. ## Related on Trend Hunter - [Targeted Sensitive Haircare Products](https://www.trendhunter.com/trends/california-naturals-super-moisture-collection.md) - [Refreshing Personal Care Collections](https://www.trendhunter.com/trends/native-2.md) - [Sensorial Personal Care Products](https://www.trendhunter.com/trends/osana-naturals.md) - [Accessible Luxury Haircare](https://www.trendhunter.com/trends/cloud-haircare.md) - [Expansive Personal Care Lines](https://www.trendhunter.com/trends/personal-care.md) - [Clean Hair Growth Serums](https://www.trendhunter.com/trends/regro-hair-serum.md) - [Luxe Beauty Oil Expansions](https://www.trendhunter.com/trends/moroccanoil-launches.md) - [Hair Product Retail Expansions](https://www.trendhunter.com/trends/hallo-hair-ulta-beauty.md) - [Hair Growth Supplement Expansions](https://www.trendhunter.com/trends/nutrafol-enters-ulta-beauty.md)