PARIS—L’Oréal SA, founded more than a century ago by a French chemist who formulated safer, more natural-looking hair dyes, is releasing its first fully plant-based colouring as consumers’ definition of naturalness and product safety evolves. The Paris-based company, which invented platinum blond and dominates the global market for hair-care products, introduced the new vegan product, called Botanea, on Wednesday. Gray hair has become a trend on the silver screen and in the streets as consumers become increasingly wary of chemical ingredients. L’Oréal also introduced a new line of vegan hair-care products called Source, after expanding its portfolio of natural shampoo and styling aids by acquiring Pureology in 2007. Until now, the company’s researchers have struggled to come up with alternatives to hair dyes that could eliminate ammonia and other chemicals while still delivering a professional result.

Source: thestar December 13, 2017 18:33 UTC