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Better Natured®, a brand under Henkel AG & Co. KGaA, is a game-changer in the professional haircare industry with its innovative, naturally-derived vegan haircolor and care products. This brand, born from Zotos Professional's rich legacy of scientific innovation since 1929, combines expert craftsmanship with a fun, exuberant spirit, offering a unique blend of performance and playfulness. Better Natured®'s commitment to transparency is evident in their ingredient labeling, even color-coding them for easy understanding. The brand adheres to the Global ISO Standard 16128, defining naturally-derived as materials minimally processed from plants or minerals and water found in nature. The percentage of naturally-derived ingredients in Better Natured® products ranges from 86% to 99%.

Better Natured®'s flagship products include a range of vegan haircolors and care solutions. These products are designed to deliver salon-quality results while being gentle on both the user and the environment. The brand's haircolor line, for instance, offers a wide range of shades, all formulated with naturally-derived ingredients to ensure vibrant, long-lasting color. The care product range, on the other hand, is designed to nourish and protect hair, promoting healthier, shinier locks.

In the market, Better Natured® is perceived as a forward-thinking, eco-conscious brand that caters to the modern consumer's desire for high-performing, sustainable haircare solutions. Its commitment to using naturally-derived ingredients, transparency in labeling, and fun, playful approach to haircare has resonated with both professionals and consumers alike. The brand's vegan haircolor and care products have been well-received, with many praising their ability to deliver professional results while being kind to the planet. This positive market perception has helped Better Natured® establish itself as a trusted name in the professional haircare industry.