By  on October 3, 2008

Natural hair care products have such a bad rap for subpar performance that salon veterans John Amato and Teri LaVerne are vying to change the industry’s perception with worldly ingredients-driven Rare El’ements International Hair Collection.

The new brand, recently picked up by Los Angeles area stores Planet Blue, Vert, Essentials and Marie Mason Apothecary, has launched with three products: the 1-oz. El’ Treatment for $44, the 8.5-oz. Pure Shampoo for $34 and the 6.5-oz. Essential Conditioner for $44.

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