The Good. Clean. Fun.™ BLOG

April is Earth Month, but imagine how much healthier and more beautiful our planet would be if we treated every month like it was? That’s exactly what the team here at Better Natured™ tries to do. The brand’s motto is Good. Clean. Fun™. for a reason! We created the entire line with respect for the needs of our customers AND our environment – from ingredients to manufacturing and packaging. And we believe that doing good makes us look good AND feel good, and that, friends, “is all good.”

Here are some of the ways Better Natured™ is embracing this spirit of #Green365, and a few tips on how you can make your hair care regimen more sustainable, too. Together, our small changes can make a big impact.

Greener Glamour

Incorporating more plants into your life is better for the planet and for your own health, too. Consider eating a more plant-based diet, as well as using vegan beauty products Look for products that have sustainably harvested ingredients and are never tested on animals.

Better Natured™ was developed to achieve maximum performance with minimal environmental impact. Our clean formulas are made with as few ingredients as possible to simplify manufacturing and use less water and electricity. The range follows ISO Global Standards*, is rigorously tested for efficacy, complies with European and North American regulatory standards and banished 12 taboo ingredients:  silicones, parabens, SLS/SLES sulfates (Sodium Lauryl Sulfate and Sodium Laureth Sulfate), petrolatum, mineral oil, phthalates, gluten, animal-by-products, chemical sunscreens, microbeads, BPA and formaldehyde-releasing agents.  Leaving out these ingredients  means good for you and good for the planet.

Talking Trash (In a Good Way!)

Consider how you can do your part to close the loop and divert trash away from landfills. Before entering a long-term relationship with your locks, it’s important for you to know that we’re committed to making 100% of our Better Natured™ packaging recyclable, reusable or compostable by 2025. And we’re already well on our way. Our bottles are BPA-free and made with up to 50% post-consumer recycled (PCR) PET plastic. Recycling and reprocessing pre-existing plastics not only minimizes waste, it uses less energy and fossil fuels and creates less greenhouse gases than creating new plastics.

Beginning this spring, even our packaging components such as tubes, caps and sprayers that typically can’t be processed by municipal recycling programs can be sent to our partners at TerraCycle^®. They’ve found ways to create new materials and products out of hard-to-recycle packaging elements so zero percent of your Better Natured™ purchase needs to end up in a landfill. We’ve gone above and beyond to create sustainable, high-performance hair care that you can feel happy about stocking in your shower. (See what me mean about commitment?)

Support Green Circle Salons

Green Circle Salons (GCS) is a movement to help the salon industry reduce its environmental footprint and provide options for consumers seeking genuine green options in salon care. Since its inception in 2009, GCS has been building a network of 3,200+ certified salons (advocates), schools and advanced academy’s throughout North America and providing them with a comprehensive pathway to financial and environmental sustainability with a green business program; including recycling, renewing and repurposing up to 95% of their beauty waste.  Today, GCS diverts more than 1.8 million pounds of waste from landfill spaces and waterways in North America annually.

GCS partners with leading manufacturer, distributor and affiliate stakeholders to close the loop on the materials sold into market and bring a beautiful end of life story benefiting the professional beauty industry.   Support their mission by finding a local, certified Green Circle Salon via their online directory.

As part of its commitment to clean beauty with professional-level performance, Better Natured™ was tested in a Green Circle Salon. Believe us: it’s no easy feat to get luxurious, salon-quality products that deliver professional-level results using only clean, gentle, ingredients. Better Natured™ Senior Research & Development Director, Marina Azizova, explained that when the internal incubator team began creating the range, they “pulled in the newest high-quality, naturally-derived* options available on the market”. Their work paid off because our professional stylists gave the products an enthusiastic “thumbs up”!

Take It Outside

Once your Better Natured™ hair is clean, nourished and radiating healthy-looking shine, and your empties have been recycled and upcycled, head outside and enjoy nature’s beauty. Through our partnership with Keep America Beautiful® we are proud to fund the creation of local community murals starting in our own community, and to support their Great American Cleanup® initiative as a national sponsor. Their beautification and greening programs impact 20,000 communities a year, and like us they believe that sustainable business practices and stewardship of our natural resources create beauty that inspires us to do beautiful things and feel beautiful inside and out. 

*We hold ourselves to high standards and use the Global ISO Standard 16128 which defines naturally-derived as a plant or mineral derived material and water which is found in nature and has undergone limited processing. In the Better Natured™ line, the percent naturally-derived varies from product to product and ranges from 86%-99%.