In the United States, L’Oréal is launching Seed Phytonutrients, a beauty brand using natural ingredients, many of which extracted from seeds.
The brand uses heirloom seeds sourced from local farms in Pennsylvania. The Seed Phytonutrients line—created by farmer and L’Oreal executive Shane Wolf—includes 16 products for hair, body and skin care. It includes a face mask with seed oils like camelina, sunflower, and safflower, and a hair and body oil using seed oils, coconut, and argon oil.
All products within the Seed Phytonutrients line are free of gluten, paraben, and sulfates. The are also cruelty free and 93–100% natural.
According to Allure magazine, earth-friendly products are shifting from a niche category to the mainstream.