In order to bring this vision to life, we chose carefully selected vegan ingredients formulated without silicones, sulfates, parabens, artificial colorants and mineral oils. Up to 95% of our ingredients come from a natural origin*, including coconut and jojoba oils, shea butter, Fairtrade violet rice extract and biodegradable starch. For smooth hair, silicones have been replaced by plant-based ingredients – more concretely, by alkanes from rocket and coconut and sustainable guar. Owing to the special formula composition, some products do not even contain any specific replacement for silicones, with no compromise on performance.
We have also used sustainable guar with good biodegradability; a perfect example of our interest in selecting ingredients with a transparent value chain. Guar is best known as a caring ingredient, which improves the feel of the hair. Our choice of sustainable guar means we are able to achieve high performance, while also being mindful of our social responsibility.
Find out more about the Sustainable Guar Initiative here.