Group work

Trans­parency in the beauty in­dus­try is good for our health— and our hair.

ELLE (Canada) - - Beauty -

HERBAL ESSENCES has upped the ante on its com­mit­ment to us­ing clean and ef­fec­tive in­gre­di­ents. The hair- care be­he­moth sought out rec­om­men­da­tions from the En­vi­ron­men­tal Work­ing Group and Royal Botanic Gar­dens, Kew, earn­ing seals of ap­proval from both or­ga­ni­za­tions on its new sul­phate-free sham­poos and con­di­tion­ers. To be clear: This is a big deal. It’s the first time prod­ucts from a mass hair-care brand will bear the EWG Ver­i­fied mark, which re­quired Herbal Essences to turn over its en­tire in­gre­di­ent list to the U.S.based non-profit for ap­proval against its strin­gent list of un­ac­cept­able in­gre­di­ents. Al­low­ing ac­cess to this highly con­fi­den­tial trade-se­cret in­for­ma­tion is a bit like bring­ing up pol­i­tics at the din­ner ta­ble—a de­cid­edly high-stakes con­ver­sa­tion. Over at Lon­don’s Kew Gar­dens, home to the most bi­o­log­i­cally di­verse col­lec­tion of plants in the world, botanists combed through the brand’s var­i­ous botan­i­cal ex­tracts, ver­i­fy­ing their pu­rity, po­tency and sus­tain­abil­ity. It was a meet­ing of (what we imag­ine to be) Shel­don Cooper-like minds that Rachel Zip­pe­rian, prin­ci­pal sci­en­tist for Herbal Essences, called “magic.” “Kew is the au­thor­ity when it comes to record­ing botan­i­cal in­for­ma­tion,” she says. “But they’ve never looked through their data­bases ask­ing ‘What can I get for hair?’” It turns out that shar­ing re­ally is car­ing, par­tic­u­larly when it comes to your hair.

The re­sults of the above ef­fort: to­tally colour-safe, sham­poos and con­di­tion­ers that of­fer glo­ri­ously glossy re­sults. We love Herbal Essences Birch Bark Ex­tract Sul­fate Free Sham­poo and Con­di­tioner ($8 each)

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