January 18, 2021:    Herbal Essences, owned by the conglomerate Procter & Gamble, is venturing further into the trend for plant-based beauty products with the introduction of a new “Potent Aloe Vera” sulfate-free line. The collection, whose star ingredient is Aloe Vera has been sustainably and responsibly harvested from Mexico, and authenticated by the Royal Botanic Gardens, Kew, one of the world’s leading botanical institutions with more than 260 years of experience in plant science.

Herbal Essences is the first-ever and only global hair care brand to have its botanicals endorsed by the Royal Botanic Gardens, Kew as well as being certified by PETA. The new collection contains seVeral wash day products - ranging from leave-in hair oil mist, shampoos and conditioners, which allows consumers to start and maintain a solid healthy hair routine. The variants within the range help to fight frizz, strengthen strands, protect hair color and provide soothing scalp-balance.
AlHamza AlSadr at P&G said: “The new Potent Aloe Vera range by Herbal Essences uses ingredients that harness nature and science's power to provide superior care and transform hair into its healthiest state. With six times more Aloe Vera than the standard Herbal Essences Bio:Renew products’ level these new shampoos and conditioners are also sulfate-free.”  

The range emphasizes the importance of assimilating natural ingredients to your hair care routine, such as the combination of Bamboo and Aloe Vera to strengthen your hair, Mango and Aloe Vera to protect colour-treated hair, Argan Oil and Aloe Vera to nourish and repair and Coconut and Aloe Vera to hydrate. Potent Aloe Vera is a collection of products that works on all hair types including curly to encourage healthy habits that restores dry, over styled and neglected hair to good hair health.

In line with the brand’s sustainable agenda, the shampoo bottles are 100% recyclable (except for oil pump, discard separately), made of 25% recycled material and is PETA certified. In addition, Herbal Essences’ Aloe Vera is sustainably harvested from a farm in Tamaulipas, Mexico. The supplier uses certified sustainable farming practices: all Aloe Vera leaves are hand-picked, and the farmers only remove two to three leaves per plant at one time to sustain the plant ecosystem.