We’ve provided this quick glossary for further information on what’s inside (and what isn’t inside) our products:
Natural
Natural is our standard and transparency is our aim. Almost all of the ingredients in our products come from botanical sources, meaning our Earth’s plants. This also means that none of the ingredients in our products come from animal sources nor have they been tested on animals. Where we’ve introduced a synthetic ingredient or two we have indicated that on our label with a number showing less than 100% natural. In these instances small amounts of synthetic ingredients were introduced for performance. We’ve made sure that all of the ingredients we use are generally regarded as safe by the scientific and regulatory communities because we believe in safe, healthful and effective products. As an industry we can accomplish great things using the power of transparency, nature and natural processing methods.
Certified Natural
Almost all of our products are in the process of being certified or have passed certification for meeting the natural standard as defined by the Natural Products Association, a governing authority and certifying body for natural products in personal care. We currently carry just one product that has been deemed not to meet this standard after submission – Straight Transformations Smoothing Deep Treatment which is 97% natural.
Petroleum-free
We choose not to use petroleum-derived ingredients in our products, like mineral oil, petrolatum, propylene glycol, etc. because they come from crude oil. There is no intrinsic benefit to the hair or skin as they simply form a barrier over skin and hair and are generally used as filler in products with little beneficial function. These types of ingredients are the cause of smelly scalp, greasy hair, and other general hair and scalp sensitivity complaints. Petroleum-based synthetics take on many forms to include conditioning agents.
Silicone-Free
We choose not to use silicones in our hair products because there is no intrinsic benefit to using them, that is they do not penetrate the hair shaft for improvement or conditioning, and are used to give off the appearance of healthier hair. Non-soluble silicones require harsh surfactants in order to be washed away and we choose not to use harsh surfactants in our cleansers. Additionally, silicones add weight to hair and this may not be optimal to styling and appearance for finer hair types and women that prefer lightweight styling.
Sulfate-Free
We choose not to use harsh surfactants in our cleansers so as not to strip the hair shaft. Harsh surfactants like sulfates and the many sulfate derivatives can leave strands parched with normal use and fried with overuse. We recommend starting your cleansing routine with our cleansers lathering once and determining from there whether your hair type requires the two lathers.
Paraben-Free
We choose not to use parabens in our products because in several studies they have been implicated as carcinogens or have been found evident in cancerous tumors. Need we say more?
Phthalate-Free
We choose not to use phthalates in our products because, like parabens, they can be absorbed through the skin. Several studies have linked them to a range of health and reproductive problems and implicated them as carcinogens.
Amino Acid Complex
Amino acids (comprised of Arginine, Aspartic Acid PCA, Glycine, Alanine, Serine, Valine, Proline, Threonine, Isoleucine, Histidine, and Phenylalanine) are essential to the makeup of hair, hair growth, and overall condition of hair. Adding amino acids that penetrate the hair results in improved overall condition of the hair.
Brassica Alcohol and Brassicyl Isoleucinate Esylate
Brassica Alchohol and Brassicyl Isoleucinate Esylate is a natural cationic emulsification system derived solely from fermentation and plant materials (rice and sugar cane) using sustainable green chemistry. It offers superior conditioning performance aiding detangling and reducing flyaways. It is used as an emulsifier.
Butyrospermum Parkii (Shea Butter)
Shea butter is a vegetable fat obtained from the fruit of a tree native to Africa, Butyrospermum parkii. Shea butter is an emollient that conditions and seals the hair.
Caprylic Triglyceride
Caprylic Triglyceride is derived from coconut and palm oil fatty acids which have a very light, silky oil feel that weigh tresses down.
Chondrus Crispus (Carrageenan)
Carrageenan as it is most commonly called is a natural thickening and conditioning agent
Cocos Nucifera (Coconut) Oil
Coconut oil is a natural emollient that penetrates the hair and skin for superior conditioning and fighting free radicals.
Decyl glucoside
Decyl Glucoside is a natural, mild, and gentle, surfactant ideal for foaming and cleansing products. It is renewable, environmentally friendly and proven to maintain the hair and skin’s balance without harsh stripping and dryness.
Gluconolactone
Gluconolactone is a natural substance derived from gluconic acid that helps to replenish lost moisture in hair. It forms a barrier on the hair shaft, preventing moisture already present on the hair shaft from evaporating.
Guar Hydroxypropyltrimonium Chloride
Guar hydroxypropyltrimonium chloride is an organic compound derived using seeds from the guar plant. It is a water-soluble quaternary ammonium derivative of guar gum that gives our cleansers and rinses superior conditioning.
Helianthus Annuus (Sunflower) Seed Oil
Sunflower Oil helps the hair to retain moisture and provides a rich source of unsaturated linoleic and oleic fatty acids and Vitamin E. As an antioxidant, Vitamin E, in the sunflower oil, also acts as moisturizer.
Heptyl Undecylenate
Heptyl Undecylenate is a very light and dry emollient that is completely vegetable derived from castor oil.
Limnanthes Alba (Meadowfoam) Seed Oil
Meadowfoam Seed Oil acts as an emollient that has superb anti-oxidant properties with softening benefits. The long chain fatty acid structure of Meadowfoam Seed Oil delivers good barrier formation and helps to lock in moisture onto the hair.
Natural Fragrance
Our fragrances are naturally derived which can result in quicker absorption and are considered generally better for your skin. The natural fragrances we use are completely botanically derived and phthalate-free.
Polyglyceryl-3 Methylglucose Distearate
Polyglyceryl-3 Methylglucose Distearate is a plant-based emollient with conditioning and water repellant properties.
Propanediol
Propanediol is a certified natural ingredient that is renewably-sourced from corn sugar. The 100 percent botanically derived ingredient improves overall moisturization.
Ricinus Communis (Castor) Seed Oil
Castor seed oil acts as an emollient and surface barrier for moisturization and protection.
Sodium Benzoate
Sodium Benzoate is a preservative. It occurs naturally in many plants, has an extremely low toxicity level, and has been used for many years in both the food and cosmetic industries.
Sorbitan Stearate
Sorbitan stearate is an emulsifier composed of the natural sweetener sorbitol, which comes from corn-derived glucose, and stearic acid, a naturally occurring fatty acid.
Urtica Dioica (Nettle) Extract
Nettle extract is used for hair and scalp purity. Nettle has been known to help relieve eczema and dandruff and to stimulate hair growth.
Vanillyl Butyl Ether
A component of our “warming therapy” that soothes and warms while encouraging increased blood flow to the scalp which can stimulate hair growth. This compound is synthetic and is generally regarded as safe in personal care applications.
