By  on December 14, 2017

PARIS — L’Oréal Professionnel is surfing the swiftly swelling beauty trends of natural and personalized products with Botanēa. The botanical hair color for salon use, due out in Europe starting in May, is a first for parent company L’Oréal.

It’s also a game-changing innovation for the industry, according to Marion Brunet, managing director for international at L’Oréal Professionnel. She said the line with 100 percent plant-based formulas gives a natural yet professional result — which, up until now, was impossible.

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