Our new formulas are the first direct response to Nature’s role as a voting director of our company We’ve listened and Nature needs us to adapt, improve and make it even easier for everyone to make better choices for themselves and the planet, every day. In response, we’ve made our liquid shampoos, conditioners, hair masks, body washes and hand washes even more natural, even more sustainable and even more effective. They’re now up from 99% natural origin to 99.5% natural origin (which is huge!). And each of these products now contains an expertly formulated base blend of three organic active natural ingredients: in haircare it’s made up of nettle, chamomile and rosemary, for healthy hair and scalp. In hand and body wash, it’s oat extract, limeflower and elderberry, to help promote healthy skin. These new formulations are the first physical fruition of Nature’s role as a director on our board.