L’Oreal SA has announced their release of its first vegan, 100 percent plant-based hair dye collection called: Botanea.
The decision to create a vegan based collection was in response to the rapidly growing natural beauty trend that comes with a market worth around $11 billion internationally in in 2016, according to Ernst & Young, and is slated to likely double by 2024.
The cosmetic line is also hoping to bolster their professional-products segment, which for the past seven quarters, has been the slowest-performing sector.
With more and more millennial consumers demanding more transparency, professional hair care has taken a hit since it’s difficult to formulate professional hair dye without the use of ammonia and other potentially dangerous chemicals.
Marion Brunet, head of the L’Oreal Professional brand, said at a launch event in Paris:
“We’ve managed to marry naturalness with a professional result without compromising on either point.”
Typically plant-based professional hair care is limited by both color choices and intensity.
L’Oreal’s new line, Botanea, is sourced from three plants that can be found in India.
Botanea is expected to hit European salons in 2018.