Herbal Essences says Aloe to sustainability with new haircare collection and recycling initiative

Herbal Essences is focusing on ingredient transparency and sustainable packaging in 2020.

The haircare brand, which is owned by the conglomerate Procter & Gamble, is also doubling down on the trend for plant-based beauty products, with the introduction of a new 'Potent Aloe' line.

The collection, whose star ingredient is aloe vera that has been sustainably and responsibly sourced from Mexico, spans shampoos, conditioners and hair masks with formulas boasting botanicals and plant extracts authenticated by the British scientific organization, the Royal Botanic Gardens, Kew. The line's six shampoos are all free from what the non-profit organization the Environmental Working Group refers to as "chemicals of concern," and all product fragrance components are disclosed on the packaging.

"Herbal Essences continues to work with the scientists at the Royal Botanic Gardens, Kew to confirm the identity of the brand's plant extracts," explained Professor Monique Simmonds, Deputy Director of Science for the Royal Botanic Gardens, Kew, in a statement. "Not all plant extracts are equal; how the plant is farmed, harvested and extracted impacts the quality."

Sustainability is also on the brand's agenda: this year it will once again offer three limited-edition Beach Plastic bottles made in partnership with the waste management giant TerraCycle. Comprising 25% plastic waste collected directly from oceans and rivers, the bottles will go on sale at Walmart and Dollar General stores in March. The move follows a similar initiative from the label last year.

Plant-based haircare is fast becoming a major beauty trend, as indicated last year, when beauty giant L'Oreal launched Botanea, a vegan hair color line with a 100% plant-based formula.