“When our in-house incubator team started building our product range, we wanted to make sure the products were as natural as possible without sacrificing performance.” Marina Azizova, Senior Director of R&D at Better Natured, describes the launch of the new brand in this week’s media release.
Azizova is perhaps best known in the cosmetics and personal care industry for her many years of work with the Zotos hair care and hair color brand. At the end of 2017, Henkel acquired Zotos International from Shiseido. It was then that Azizova joined the company.
As Henkel CEO Hans Van Bylen told the press in December 2017, the acquisition of Zotos “This is part of our strategy to expand our position in attractive markets and categories. Along with its hair brand Pravana, Henkel also recently acquired Sexy Hair, Alterna, Kenra and Nattura Laboratorios.
create a clean professional hair brand
Azizova and her team at Henkel set out to create a professional hair brand with naturally derived ingredients as defined by ISO standard 16128.dozen ingredients “taboo”: Silicones, Parabens, SLS/SLES Sulfates (Sodium Lauryl Sulfate and Sodium Laureth Sulfate), Petrolatum, Mineral Oil, Phthalates, Gluten, Animal By-Products, Chemical Sunscreens, Microbeads, BPA, Formaldehyde Releasers.
According to a media release this week, Better Natured’s first line actually consists of products with 86% to 99% naturally derived ingredients.
To do this, Azizova said: “We started the formulation process with just a few active ingredients, incorporating the latest high-quality, naturally derived options available on the market.”na
“Better Natured is good, clean and fun.” She cites the new brand’s trademark tagline. “We want our consumers to embrace the freedom to know that our clean formulas truly work, so they can be as creative as they want.”na
The brand has launched a collection of 12 hair care, hair styling and treatment products. A line of better-natured colors will hit the market in June of this year, he said.
Better Natured partnership supports environmental cleanup and virus crisis
Better Natured’s brand story is about sustainability and nature, as well as being a major philanthropic initiative. but, “In light of the current coronavirus pandemic, Better Natured is supporting frontline healthcare workers through a vital shampoo donation.conditioner, Gloves to both Stanford Hospital Foundation and Project Donate Beauty. ” Shows this week’s release.
Key philanthropic efforts of the brand include a partnership with TerraCycle to promote packaging recycling and sponsorship of a community service project led by Keep America Beautiful.
Deanna Utroske is a leading figure in the indie beauty movement as well as the cosmetics and personal care industry. As editor of CosmeticsDesign.com, she writes daily news about the regional beauty business and regularly posts her video interviews with cosmetics, fragrance, personal care and packaging experts and indie brand founders. is created in She can contact Deanna to find out more about her work in the B2B beauty industry online.na