AMSTERDAM: Hair and beauty salon chain Naturals has brought in a premium haircare products brand, ‘So Pure Natural Balance’, from the Netherlands. The So Pure line consists of shampoos, conditioners, hair colours, elixirs and essential oils.
While elixirs, essential oils and hair colours are professional products and will be used in Natural salons, shampoos and conditioners will also be retailed at its outlets.
The haircare brand is from the €1.2-billion Dutch haircare products maker Keune. “As an exclusive arrangement with the company, Naturals will market these products through its outlets across the country,” said K Veena, Founder, Naturals.
Keune’s professional and retail haircare products are available in over 70 countries. However, this is the brand’s first formal entry into India.
According to CK Kumaravel, Co-Founder and CEO of Naturals, So Pure products are developed with over 30 rich plant extracts and essential oils, and, hence, free of ammonia and sulphate.
Though these products are premium products and priced at least 50 per cent over commonly available premium brands in the market, “we see a huge potential for them in the market.
Our target consumers would be the young and upwardly mobile, who are not just aspirational, but also health conscious,” Kumaravel said.
As a pilot, only select Naturals outlets in Chennai will showcase these products. “We will take these products to other outlets in phases,” he said.
Naturals currently has 456 outlets under three formats – Naturals Unisex Salons, Naturals Lounge and Naturals W – across the country, with expansion plans under way.
It has also teamed up with Godrej Consumer Products Ltd to set up Godrej Naturals Hair & Beauty Academy to train and groom professionals for the salon industry.
