In sync with mounting demand for cleaner beauty products, Henkel is launching a line of hair and body products called Nature Box.
The 22 stockkeeping unit portfolio consists of shampoo, conditioner and treatments for hair care, as well as body wash, body lotion, body butter and liquid hand soap. Nature Box joins other Henkel personal-care brands such as Schwarzkopf hair care, Dial soaps and Sexy Hair.
Nature Box products are vegan and produced with cold-pressed oils. Both of those are attributes moving to the front burner as consumers pay closer attention to what’s going on their bodies. “We are currently seeing an increased interest in natural hair care products,” said Xenia Barth, vice president, marketing, Henkel. “Nature Box has responded to this growing trend by providing nature-inspired products that are good for the consumer and for the planet. Nature Box’s intention is to offer hair and body products for your daily beauty routine. The nature-inspired, vegan formulas provides a range of benefits to enhance your natural beauty.”
The launch builds upon Henkel’s sustainability initiatives. “A product’s origin and production should be as transparent and sustainable as possible,” said Martina Spinatsch, vice president, research and development, Beauty Care North America. “Nature Box reflects our commitment here at Henkel to uphold these important values.”
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The vegan positioning resonates with an expanding base of Americans looking for vegan products. In the U.S., the number of consumers who claim to be vegan grew 600 percent from 2014 to 2017, according to a report by research firm GlobalData.
Cold-pressing has taken hold in the luxury market and with Nature Box is moving at mass. “Nature Box formulas with cold-pressed oils help keep the skin from drying out, and are nourishing and refining, making skin and hair both healthy-looking and soft,” said Xenia Barth, vice president of marketing.
Nature Box features oils extracted from the heart of fruits and nuts by cold pressing, which involves exerting pressure without excessive heat resulting in natural oils being released from the ingredients. Nature Box products are made with 100 percent cold-pressed oil from coconuts, avocados, apricots, almonds and macadamia nuts.
Additionally, in most cases, Nature Box has eliminated ingredients shoppers don’t want, namely sulfates, silicones, parabens and artificial colorants. To further solidify the environmental message, Nature Box ingredients are packaged and labeled to encourage consumer recycling. All Nature Box packages include a How2Recycle label, to provide consistent and transparent on-package recycling information to the public. Additionally, for the majority of the Nature Box line, 25 percent of packaging is made from postconsumer recycled plastic.
To support Henkel’s sustainability efforts, Nature Box cooperates with international development organizations and supports farmers in sustainably cultivating raw materials. In India, Nature Box supports the producer Solvay and the nonprofit organization TechnoServe in sustainably cultivating guar, a raw ingredient in Nature Box products, derived from the guar bean. Henkel also collaborates with the development organization Solidaridad in several countries, including Nigeria, to produce sustainable palm oil, an ingredient used in Nature Box.