Stop us if you've heard this before: In an effort to make your hair-care routine a little greener, you switch up your shampoo and conditioner only to find that the new stuff just ain't cutting it. What's an earth- (and beauty)-loving person to do?
Thankfully, sustainable brands are stepping things up in a major way with products that are both effective and kind to the environment, the most recent example being Seed Phytonutrients, the farm-to-bottle beauty company that launched in April 2018 under the L'Oréal umbrella. In addition to officially hitting Sephora online and in stores, the green beauty brand is ringing in 2019 with a major expansion of their hair-care offerings, as Allure exclusively reports.
"We have a very clear understanding of what our community cares about, and how we bring value to their lives," founder Shane Wolf tells Allure. "One of the things that we heard very early on was this need — specifically within the hair category — for targeted solutions." Enter the brand's newest collections in the hair space, which address moisture, frizz, color, and volume, respectively. Previously, the brand shook things up (and left us just plain shook) with its original range of hair products, which includes a daily shampoo and conditioner encased in waterproof paper packaging. "Consumers were saying that they were so excited to have a new solution from a brand that is natural and sustainable," Wolf says. "They loved the idea, but they weren’t ready to — nor should they — compromise the needs of their hair."