Natural beauty has been a burgeoning trend for some time now, but big-name brands are helping to take the concept mainstream, and L'Oreal is the latest on board.
The beauty giant has announced the launch of Botanea, its first-ever vegan hair color line, Forbes reports. The collection eschews the chemicals that are traditionally present in hair dye ingredients for a formula that is 100% plant-based.
The range consists of a trio of products based on three plants sourced in India. It has been designed for professional use, and is set to be rolled out to salons in Europe in 2018.
Natural and sustainable beauty has proven itself as a lucrative trend over the past year, with several brands making huge strides towards adopting a more environmentally and ethically conscientious approach towards the industry. The once-niche world of natural beauty brands has grown to include household names such as Lush, Neal's Yard and Tarte Cosmetics, while there has also been a rise in popularity of vegan and cruelty-free labels that avoid ingredients that come from or are tested on animals, with headline brands such as Kat Von D, Too Faced and Fenty Beauty by Rihanna leading the way.
The natural movement looks set to continue to break boundaries in 2018, with research released in November by the leading market intelligence agency Mintel predicting that encompassing local approaches and developments in biotechnology with a more organic approach to ingredients will become a major beauty industry trend over the coming year.
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