The world’s biggest maker of beauty products, L’Oréal, has announced the launch of a new vegan 100% plant-based hair dye brand: Botanea.

Formulated with henna powder, cassia and indigo as well as coconut oil, the new range would be aimed at professionals for use in salons.

This range comes in a context of strong development of natural cosmetics, especially for hair.
Available in Europe from May 2018, it will enable colorists to adopt this method of colouring inspired by the rituals of India and North Africa.

Repères supports the brand in the launch of this new product.

Thanks to a concept use test research carried out in 2017 in France with hairdressers and salon clients, Repères Beauty teams provided an analysis enabling L’Oréal to fine-tune its launch to meet these two targets.