Hair-care market leaders, Kérastase, are entering the natural hair product game, with the launch of their new Aura Botanica range. The range is 98 percent derived from natural products, with the remaining percent of non-natural products being only an added fragrance or stabilizer. Kérastase’s struggle with creating a fully natural product was mainly the fragrance and stabilization. The range is presented in eye-catching deep red bottles, which are made from 100 percent recycled plastic. The range is made predominantly from hand-pressed Samoan coconut oil and Moroccan argan oil, with formulas entirely free of sulfates and silicone. Aura Botanica has been in development since 2013, and Kérastase hopes that this range will help them attract a new market segment - who are cognisant of hair care brands, but primarily concerned with purchasing products which use predominantly natural ingredients. The range consists of four products; shampoo, hair oil, treatment, and mist.