Whole Foods Market, the US retail chain specialized in natural and organic products, has an announced an expansion in the haircare sector with the launch of a line of “plant-based, salon-quality” shampoos, conditioners and styling products.
Based around active ingredients such as pea, quinoa and baobab proteins, argan oil and shea butter, the lines features three shampoos and conditioners – Moisturizing, Volumizing and Color Preserve – as well as a Perfect Shine Spray, a Moisture Balance Volumizing Hairspray, a Medium Hold Styling Gel, and a Weightless Hold Styling Mousse.
Commenting on the launch, Whole Foods Market beauty product developer Brenda Peterson said: “In the past, customers had to choose between hair care products that were free of harmful ingredients, but did not perform very well, or salon-quality products that possibly contained less-desirable ingredients. But now, we’re thrilled to offer our customers great, plant-based hair care at a fraction of the price”.
In a statement, Whole Foods Market said that each product in the line would cost less than $10 in addition to “meet[ing] the company’s stringent standards for beauty and personal care products”.
Source: Whole Foods Market