L’Oréal Launches Botanicals Fresh Care

In a move to to tap into the consumer craze for all things natural, L'Oréal rolled out Botanicals Fresh Care this month in France, Germany and the UK, with plans to enter more markets in the near future. The new hair care line is intended to provide consumers full transparency about its procedures and offer environment-friendly products. For this reason, Botanicals Fresh Care made specific commitments at every single stage of the value chain—rom ingredient selection to manufacturing methods, the brand adheres to a demanding set of specifications covering three areas: sourcing, extraction of raw materials and packaging, according to the company. On the sourcing front, Botanicals Fresh Care promotes sustainable agriculture.


“We are always extremely attentive to biodiversity and are conscious about available volumes. We are mindful about not damaging our sources and are committed to supporting an environmentally friendly, sustainable production,” said Anne Machet, deputy CEO International.


Botanicals Fresh Care also monitors the extraction methods used by its producers. For example, the brand signed a partnership with a cooperative group from the Vendée region of France for camelina production.


“We selected the group because it harvests with great care, applies natural extraction methods without solvents and follows an environmentally respectful storage approach,” said Machet.


These selective requirements extend to product packaging as well, as all containers are made of polyethylene terephthalate (PET), which is 100% recycled and recyclable.


According to L'Oréal, innovating on the hair care market is no easy feat. While it still remains the number-one beauty market, with mass-market products reporting annual growth of 3.3% and representing a potential of €23 billion, the market for hair care has experienced major changes in recent years.


“For the longest time, hair care products played a purely functional role,” explained Machet. “Nowadays, however, consumers expect a lot more from them in terms of natural and organic composition, the experience they offer and their ecologic footprint. People want products that look after their hair but also the environment.”


To spread the word about the brand, L'Oréal is posting YouTube tutorials and Meet the Makers videos. It will also be supported by “Botanicals Addicts,” a community of local social media influencers.