Firstline, Faith In Nature wow at ECRM’s Hair Care and Multicultural Hair session
Firstline won the Drug Store News Buyers’ Choice Award for its Evolve Triple Edge Styler during ECRM’s Hair Care and Multicultural Hair session held this month. Faith In Nature was a finalist for its Lavender & Geranium Shampoo Bar.
The products were selected from dozens of entries submitted by participating suppliers. Buyers were able to evaluate each entry and cast their votes based on product packaging and innovation via the Drug Store News-branded Buyers’ Choice Awards section of the ECRM Connect platform.
“We continue to see great innovations in the hair care category, and our Buyers Choice Award winners are two great examples of this,” said Craig Chmielowicz, senior vice president of health and beauty care for ECRM. “One addresses convenience with a multipurpose styler, and the other helps reduce the use of plastic in personal care with its shampoo bars. Congratulations to both winners.”
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For more than 35 years, multicultural hair accessories company Firstline has pursued its mission to innovate high-quality haircare and fashion items that enhance the image, appearance and experience of its consumers.
The brand’s Evolve Triple Edge Styler was conceptualized and invented to be the ultimate multi-tasking tool to groom edges, part hair, and add finishing touches to any hairstyle. It’s equipped with a double-sided brush and comb combination to polish and groom edges gently using 100% boar bristle rows on one side and a fine-tooth comb on the other with a rat-tail tip that creates sharp, frizz-free parts.
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Faith In Nature was founded in 1974 by expert herbalist and aromatherapist, Rivka Rose. Manufactured in Manchester, U.K., its family care products are made with 99 percent natural ingredients and 100 percent natural fragrances. They are SLS- and paraben-free and packaged in 100 percent recycled bottles and cartons. The company is accredited by the Vegan Society and certified by Cruelty Free International.
Its Lavender & Geranium Shampoo Bar is made with 100 percent naturally derived ingredients and fragrances, are free from sulfates, and ideal for consumers seeking to reduce their plastic waste. And as a solid bar, it’s also ideal for travel. According to the company, these products are free from soap, resulting in a lower pH and better-looking, healthier hair.