The demand for “clean” beauty products — those without parabens, sulfates, phthalates, or artificial fragrances — has been increasing steadily over the last few years. And now beauty companies are taking advantage of the increased demand by launching new lines. Here, three new “natural” lines to try: one indie, one from a drugstore, and one from a salon.
The Indie — Briogeo:
This small range was started by entrepreneur Nancy Twine, who grew up on a farm and whose family made its own personal-care items. Twine launched the self-funded company earlier this year with four products: a shampoo, a volumizing conditioner, a curl-defining conditioner, and a deep-conditioning mask, which is a standout. The products contain ingredients like green tea, bamboo, avocado, and aloe, and the vitamins argan oil, rosehip oil, and ginseng root. They don’t contain sulfates, parabens, phthalates, silicone, mineral oil, artificial dye, or synthetic fragrances. Twine hopes to expand the line slowly and will introduce a hair oil this summer. Products range in price from $19 to $26. You can purchase them on her website, at Fred Segal in L.A., and at Urban Outfitters.
The Affordable Line — Natu:
This line, which launched in fall 2013 at Whole Foods, hits selects Target stores this month as part of the retailer’s big beauty overhaul. The products contain ingredients like oats, sugar beets, murumuru (a Brazilian nut), shea butter, coconut oil, quinoa, honey, and jojoba oil. The range does not contain sulfates, silicones, resins, parabens, phthalates, petrolatum, ethoxylates, artificial colors, or synthetic fragrances. The line includes two shampoos and conditioners, plus four treatment “mists.” The products smell fresh without being overwhelming, like some lines made with essential oils. Products are all $18, and you can buy at select Target stores or on Natu’s website.
The Salon Brand — Herbalosophy:
This salon brand, which launched in July 2013, features two ranges: one called “Nurture,” and one called “Curl.” Each line includes a shampoo and conditioner. There are also specialty products, such as a deep-conditioning mask, curl cream, and an oil mist. The Zen Oil is light and smells delicious. The products contain ingredients like safflower oil, camellia oil, vegetable proteins, murumuru, aloe vera, and kelp. They don’t contain sulfates, parabens, phosphates, propylene glycol, phthalates, mineral oil, or artificial colors. Products range in price from $18.99 to $32.99, and can only be purchased in salons or here.