Introducing Better Natured® Hair Color and Hair Care Brand to Beauty Press & Influencers

While beauty and personal care trends ebb and flow, the 91 billion market is expected to continue to expand, albeit at modest levels, in 2023 and beyond, according to Statista. One constant amid inflation is consumer interest in clean ingredients.  

Our Better Natured client is a salon-quality, vegan hair color and hair care brand with an array of clean products made with highly naturally derived ingredients and non-GMO formulas that help consumers achieve professional results at home. Their vegan product formulas are completely free from animal-based ingredients, such as milk or honey, and they do not use ingredients derived from animal raw materials. Recognizing that self-care is evolving with a new purpose to incorporate both care for ourselves and the planet, Better Natured understands that consumers want to feel good about what they use on their hair and look their best, while using products that taken into account their impact on the world at large.

To spotlight Better Natured as a conscious brand made from clean ingredients and using sustainably sourced packaging, we unveiled the new hair color and care line during New York Fashion Week, giving beauty editors and influencers a hair makeover at a Flat Iron salon complete with Better Natured’s naturally derived products. Our guests learned first-hand (or hair!) what clean means from Marina Azizova, Henkel’s Senior Director of R&D in the Zotos Professional Haircare Group. Azizova highlighted Better Natured’s rigorous sourcing and testing and Global ISO standard, which requires that products be naturally-derived from plants, minerals and water.

Adding sizzle, Celebrity Stylist, David Von Cannon, who has worked with the likes of Gisele Bündchen and Zoey Deutsch, demonstrated Better Natured’s salon-quality at-home hair color application. Editors from more than 30 outlets attended, including Bustle, Real Simple, Well + Good, Oprah Daily and Good Housekeeing, as well as 10 fashion and beauty influencers who shared the Better Natured launch event on Instagram, YouTube and TikTok.

Marie Claire, Real Simple, Us Weekly and others have featured Better Natured hair color and hair care products. 

A new generation of consumers are more mindful about the role beauty plays in their self care and the world around them. They’re making more informed choices and, post-pandemic, embracing products that deliver professional results at home. Learn more about Better Natured at  

Cindy Riccio is founder of CRC, a 360PR+ agency with special expertise in fashion, beauty and luxury brands. She serves as EVP and General Manager, CRC. Prior to agency life, Riccio held senior communications positions for both L’Oreal and HanesBrands. Drop her an email at

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