For the past few years, beauty lovers have been gradually turning a critical eye to the beauty industry. Their main point of contention? Exactly what is in all their favorite products and how many of the ingredients used are potentially harmful or disruptive to the body?
Skincare companies were among the first to answer the consumer call for more transparency, non-toxic ingredients, and organic options. Now, the focus is shifting to haircare. To find out how the industry is responding to this new consumer scrutiny, we spoke to the founder of one of our favorite drugstore haircare brands—Bethany Pagliarulo of Not Your Mother's.
Not Your Mother's recently launched an expansive collection of natural products for every hair type. While the company was already cruelty-free and free of sulfates, phthalates, and synthetic dyes, the Not Your Mother's natural line takes it a step further with products with environmentally friendly, plant-based formulas.
Read on to find out how Pagliarulo and Not Your Mother's are evolving natural haircare.
The last couple of years have been a renaissance for skincare products in terms of going natural and now it seems the haircare industry is taking up the mantle. What made you decide that now was the time for NYM to venture into naturals?
"I think it was in part driven by our customer. The NYM consumer demands products that are good for her hair, health, and the environment. Although our original NYM products are free of most negatively viewed ingredients, we felt now was the time to go to the next level of environmentally friendly and sustainable ingredients."
Part of NYM Naturals’ motto is “consciously made” what does that mean to you and to the company?
"We carefully selected each ingredient for safety and environmental impact. We also kept product performance in mind, as our goal was to create consciously made yet high performing products. You will see that we still use fabulous fragrances, and believe in preservatives to ensure product integrity, however we chose these with consumer safety in mind."
Did you hear buzz from your fans about naturals? Did they ask for this line or was it developed in response to the growing trend?
"Both. Our customer base is quite savvy and on trend, and we are very excited about this product line and know our fans will love it!"
How long did it take to develop the Naturals line? What aspects of the formulas were the hardest to get right?
"This line was two years in the making. The most important aspect, and perhaps most difficult, was the balance of clean and sustainable ingredients and high performance—which can be a challenge in haircare specifically. I think we have created the perfect balance."
What product(s) from the new line are you most proud of and/or exciting about?
"All of them. We love each and every one, and can’t wait to share them!"
Why did you opt to begin with these specific lines? Are there plans for expansion?
"We identified four major areas of 'hair solutions' that we felt consumers are demanding—volume, intense moisture, repair and protect, and curl. And yes, we are already working on our next additions!"
Check out Not Your Mother's Naturals products below:
For Curly Girls: Curl Defining
What it does: Creates bouncy, hydrated, and defined curls
The Scent: Island-worthy, you'll feel like you're on vacation
For women who want volume: Volume Boost
What it does: Softens and increases shine while plumping hair without weighing it down
The scent: Refreshing and fruity
For women who have overworked hair: High Moisture
What it does: Seals in moisture and strengthens hair while controlling frizz
The scent: Bright and floral
For women who have damaged hair: Repair + Restore
What it does: Repairs damaged strands while making it shinier and stronger
The scent: Rich and sweet
Try: Not Your Mother's Naturals Royal Honey & Kalahari Desert Melon Repair + Protect Shampoo
Have you tried Not Your Mother's Naturals? Review the products on Influenster and tell us which line is your favorite in the comments section!