The brand has introduced an active ingredient that helps to repair the capillary fibre.
Natura Ekos unveils the natural properties of a surprising ingredient from Amazonian biodiversity: Murumuru. The Natura Ekos range offers innovative hair products formulated from Murumuru butter, which shows a strong affinity with the capillary fibre and boasts unique repairing properties for hair. Natura Laboratories have created a complete range of products designed for damaged hair, with proven benefits.
Formulas containing a high concentration of Murumuru butter repair and regenerate hair. Hair is repaired after the first application, according to 90% of users surveyed in a study conducted by Ibope (Brazilian Institute of Public Opinion and Statistics). In addition, 96% of the women surveyed felt that the products had repaired their hair by giving it a regenerated feel.
"Murumuru seeds contain a very rich butter that has a dual action: it penetrates deep into the capillary fibre, sealing cracks and it also aligns the cuticles, giving hair back its natural flexibility", explains Alessandro Mendes, Director of Product Development at Natura Brasil.
Murumuru is an imposing palm tree covered with huge thorns, which is why it had not been used commercially. It was usually cut down and burned to make way for the cultivation of açaï. Its fruits are only harvested by local communities when they are ripe and fall to the ground. The flesh feeds the forest animals and a rich yellow butter is extracted from the seeds.
The use of its seed as a raw material ensures sustainable management of the species, while generating value that counters the logic of deforestation. The farming is managed by agro-extractivist families in the Médio Juruá region, in the Brazilian state of Amazonas, the birthplace of the Natura Ekos range, and with whom Natura has had links since this range was launched over 15 years ago.
The brand launch is part of the Amazônia programme, created in 2011, through which Natura is working to strengthen traditional Amazonian communities and is investing in a development model that ensures the sustainability of the forest.
Full range of hair care products
For daily care, the shampoo and conditioner cleanse and moisturise the hair, while reducing damage. To protect your hair, the range offers a protein-enriched pre-shampoo that detangles and leaves a protective film around the hair, preventing breakage. The styling balm strengthens the hair and repairs split ends.
For deep down care, the range offers two products: the mask and the concentrated butter, which deeply repair the hair as they penetrate into the capillary fibre and seal any cracks, as well as closing and aligning the cuticles. This is perfectly suited to hair that is frequently exposed to chemicals, for example straightening or colouring.
If hair needs intensive repair, the mask can be combined with concentrated butter. Together, these two products significantly increase the thickness of the hair, which is then repaired, supple and healthy.
Environmentally friendly, sustainable packaging
Sustainable development extends throughout the entire production chain of the range, including the packaging. Natura's Ekos Murumuru shampoo, for example, comes in a bottle made entirely from post-consumer recycled materials. The Natura Ekos Murumuru mask container is made from 50% post-consumer recycled waste PET and 50% PET Verde 30, which itself contains 30% renewable plant-based materials.
The whole Ekos Murumuru range
Natura Ekos Murumuru Shampoo, 300 ml - Formulated using Murumuru butter, it cleanses the hair deep down and produces a delicate creamy lather. Combined with Natura Brasil's Ekos Murumuru Conditioner, it repairs hair and penetrates the capillary fibre. Hair is 50% shinier, 27% less damaged and 60% easier to detangle. The packaging is made from 100% recycled PET.
Natura Ekos Murumuru Conditioner, 300 ml Formulated using Murumuru butter, it detangles hair and makes styling easier. An effective formula that repairs damaged hair, while leaving hair supple and deeply hydrated. Combined with Natura Brasil's Ekos Murumuru Shampoo, it penetrates the capillary fibres and repairs cracks in the hair. Hair is 50% shinier, 27% less damaged and 60% easier to detangle.
Natura Ekos Murumuru Pre-shampoo, 100 g Formulated using Murumuru butter and enriched with protein, it re-densifies the hair fibre and forms a protective film around the hair. It helps to detangle damp hair, which is then easy to style. In addition, hair is 55% easier to detangle, 35% shinier and 28% less damaged.
Natura Ekos Murumuru Care Mask, 200 g Formulated using Murumuru butter, it penetratesinto the hair fibre, reduces hair porosity and restores the hair's natural shine to the deepest layers. Packaged in 50% recycled PET and 50% PET Verde 30.
Natura Ekos Murumuru Styling Balm, 150 ml Formulated using Murumuru Butter, this makes everyday styling easier and tames frizz while repairing split ends. Hair is shinier and less breakable. In addition, it reduces damaged hair by 33%, reduces frizz by 62% and repairs ends by 75%. Hair is 70% less brittle, 54% shinier and 63% easier to detangle.
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€ 28,00
