ATLANTA — M&M Products' Sofn’free hair care brand has developed the new Nothing But line for textured hair, which is free of phthalates and five ingredients common in hair care.
The line — which is designed to appeal to “naturalistas, fashionistas and recessionistas” — is free of petrolatum, mineral oil, sulfates, parabens, colorants and phthalates. The formula also is free of drying alcohols and animal proteins.
“Finding suitable replacements for the five unwanted common ingredients was an arduous task,” stated Will Williams, director of education and product development at M&M Products. In place of mineral oil and petrolatum, Nothing But contains various combinations of oils from shea butter, coconuts, jojoba and soybeans. Nothing But also contains wheat germ, tea tree oil, vitamin E, keratin and naturally derived fragrances.
The collection is made for textured hair of any color, thickness, porosity and density, regardless of ethnicity. The formulas aim to create curls and do not leave a crunchy finish so women have the option to change their hairstyles without having to rewet or shampoo.
The collection includes cleansing conditioner ($8.99), clarifying shampoo ($7.99), intense healing mask ($7.99), curly pudding ($7.99), curl wake up spray ($7.99), curl sealer ($7.99) and mold and hold wax ($7.99).
Beginning in February, Nothing But will be sold online at HonestHairCare.com and at select beauty supply stores. In April, the products also will be available at Rite Aid.