There’s a reason all-natural products—for all their makers’ good intentions—aren’t as wildly popular as one might expect in an age when consumers are becoming more and more concerned about making healthier choices: often, they fall short on the performance end.

Ever wondered why there aren’t as many users of so-called “all-natural” deodorants? There you go.

In the case of haircare, that has always been a dilemma for commercial model, TV personality and mom of three Amanda Griffin-Jacob, a strict vegetarian and advocate of holistic living.

“It has always been kind of difficult to find a natural haircare range that actually works,” she says.

Organic ingredients aren’t always the most reliable cleansers, and often, you end up with a latherless shampoo or one with too heavy oils, taking the joy out of an otherwise enjoyable daily cleansing ritual.

French luxury brand

Kérastase Philippines has introduced Griffin-Jacob as the ambassador of its new Aura Botanica haircare range, a line that claims to consist of 98 percent all-natural ingredients—but with all the cosmetic benefits not found in most brands with “all-natural” claims.

Kérastase, a French luxury brand known for personalized and specialized care and treatment for varied hair and scalp conditions, started from scratch in creating Aura Botanica. The goal was to come up with a line that integrates performance with responsibly sourced natural ingredients—with all sensorial benefits.

To underscore the luxury aspect, the company chose the all-natural beauty of the exclusive island resort, Amanpulo in Palawan, as the venue of the launch.

“It’s unlike our existing products that are designed to treat specific conditions,” said Kaila Nicdao, Kérastase’s business unit manager. “Aura Botanica is everyday haircare for those who simply want both the naturalness and cosmetic benefit from a hair product.”

Aura Botanica’s global ambassador is German supermodel Toni Garrn, an advocate of natural medicine and exercise.

Highly biodegradable

Aura Botanica is made of 98-percent natural ingredients (the remaining 2 percent is either fragrance, preservative or emollient). Its main components are hand-pressed coconut oil from Samoa and argan oil from Morocco. It is free of silicones, parabens and sulfates. The ingredients have very high biodegradability—natural doesn’t automatically mean biodegradable—with an average of 97 percent.

The coconut oil provides hair with strength and nutrition, while the omega-rich argan oil gives a supple and smooth texture to hair fibers.

L’Oreal, the makers of Kérastase, flew Griffin-Jacob to Morocco, where she met the Berber women who process and produce the argan oil used in Aura Botanica. By helping with the livelihood of these women, whom she witnessed manually cracking the nuts between two pieces of stone, one by one, Griffin-Jacob said the company is “leading by example.”

She also got a behind-the-scenes look at the Kérastase laboratory in Paris where products are tested for safety.

“Aura Botanica doesn’t just fit my lifestyle and advocacies through its solidarity sourcing program and responsible packaging; it gives me a better shine, takes away my frizz, and conditions my hair really well, which I haven’t experienced with a lot of natural conditioners,” she said.

Aura Botanica consists of four products: Bain Micellaire or aromatic, high-foaming shampoo; Soin Fondamental, a deep conditioner; Concentré Essentiel, a nourishing oil that can also be used on the hands and body; and Essential d’Eclat, a moisturizing oil mist that’s a perfect pick-me-upper midday or anytime your hair needs a boost.

The range comes in amber-garnet packaging, with a fragrance that’s a mix of citrus-spicy-woody notes.

Color coded solutions

At the Amanpulo event, Kérastase also relaunched its “Very Personal Care for Exceptional Care” slogan, highlighting its color coded, bespoke hair and scalp care solutions.

It has tapped TV personality Daphne Oseña-Paez and accessories designer, fashion educator and model Amina Aranaz-Alunan as its spokepersons.

Nicdao said damaged hair is the top concern for Filipinos, while hair loss is an issue for both men and women.

Whatever one’s concerns are, Kérastase’s partner salons are trained to recommend bespoke care and treatment for each hair and scalp condition, Nicdao added.

“The Discipline line is the one for me because, as it turns out, I have to tame my hair and also maintain its moisture but not overdo it,” said Oseña-Paez.

Aranaz-Alunan, meanwhile, said she was frills-free when it comes to hair before she was introduced to Kerastase.

“I don’t do much to my hair so I thought I had healthy hair. So now I know that I have to take extra steps to really care for my hair.” She now uses the Nutritive line for her hair and Specifique Dermo Calm sensitive scalp shampoo.

Kérastase is available at top salons nationwide. For a complete list, visit the brand’s Facebook page: Kérastase Paris – PH.