Henkel, the German household and personal care giant, is launching a new line of natural toiletries under the brand name Nature Box, according to a Lebensmittel Zeitung report.
The new brand range, which comprises both haircare and skincare products, is designed to “appeal to a new audience, reinvigorate the category and become an important pillar within our personal care business”, the company is quoted as saying.
Leading retailer DM currently lists three oil-based body lotions for sale within the new range, each promoted as vegan-friendly and free from silicons and parabens. Featuring cold-pressed oil and retailing at €4.95 for a 385ml bottle, Nature Box body lotion is available in varieties based on macadamia, avocado and coconut oils respectively.
The launch of Henkel’s Nature Box range follows recent news that French rival L’Oreal is to launch its own range of natural personal care products, marketed under the name La Provencale Bio.
Source: Lebensmittel Zeitung / DM