A new natural hair product called Natu is the latest addition to Target’s efforts to elevate its beauty department.

Rolling out to 200 Target doors, Natu’s formulas do not include sulfates, silicones, resins, parabens, phthalates, petrolatum, ethoxylates, artificial colors or synthetic fragrances.

The brand joins Carol’s Daughter, PZ Cussons’ Fudge Urban and Charles Worthington London Salon Home in Target’s hair assortment as the chain makes its biggest beauty department upgrade in 10 years.

Although there are other products marketed as natural, Natu founder Steve Krawczyk said he saw an opportunity for a high-performance, salon-quality hair-care line with natural ingredients.

“I was certain that we could achieve great results with a completely different product and formulation approach, one that is focused on the key components found in hair, but also that removed much more than just a few ‘headline’ synthetics like sulfates.”

The assortment includes shampoos, conditioners, color-treated formulas and mists. Krawczyk added that the hair-texture-specific leave-in treatment mists are unique to the line and the natural hair field. These include a Reviving Mist, a Volumizing Mist, a Managing Mist and a Silkening Mist. All items retail for $14.99 each at Target. The line is also sold via Amazon.com.

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