Though hairstylist Jonathan Antin separated in 2010 from the namesake product he helped create, Jonathan Product, still lives on, now with a new direction. The brand is evolving from a celebrity brand to one with strong performance claims and natural ingredients, touting 100 percent vegan formulas that are sulfate, paraben, phthalate free and gluten free. Even the water used in formulas is de-ionized, purified and infused with natural botanicals. The various ranges — Smooth, Dirt, Hydrate, Volume, Green Rootine — will be merchandised by family for ease of navigation in self-service environments in the mass distribution channel, a new partner. Packaging has also been updated to distinguish each collection from one another. Jonathan Product recently launched in Duane Reade’s Look Boutique, supplementing its Ulta and Sephora partnerships. “The idea is to go back to basics and concentrate on our hero [products.] Yes, we launched with a stylist, but the brand has always been about getting the end result,” said Juliana Grippa, marketing manager for Jonathan Product. For the third quarter, Jonathan Product is launching a straightening treatment to the salon industry, its answer to the Brazilian and Keratin phenomenon. “The process takes 90 minutes and will last a minimum of four months,” said Grippa, adding the active ingredient can’t be disclosed at this time.