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Herbal Essences intros Plant. Grow. Nourish. program

The new initiative was created to support farming families who cultivate and supply guar, an ingredient used in P&G’s hair products.
Image Credit: TechnoServe

Herbal Essences is celebrating Earth Month with a new initiative.

The beauty brand has joined forces with TechnoServe and the Sustainable Guar Initiative to launch Plant. Grow. Nourish., a program that is running at select retailers to help support farming families who cultivate and supply guar, an ingredient used in a variety of P&G’s hair products.

[Read more: P&G Beauty goes virtual with immersive BeautySphere experience]

During the month-long program, every Herbal Essences Sulfate-Free bio:renew bottle sold at participating retailers will provide one meal of organic vegetables to a guar farmer and their family in the area of Rajasthan, India.

The program is one of the many ways Herbal Essences works to protect and give back to the planet. The brand is committed to real ingredients, inclusively designed products and partnerships with experts and organizations that protect and preserve the planet for all nature lovers. These programs include the Royal Botanic Gardens, Kew, TerraCycle, and being PETA cruelty-free, the company said. 

Participating retailers include Target, Walmart, Walgreens, Kroger, Meijer and Family Dollar.

[Read more: Herbal Essences relaunches ‘Renew the Forest’ campaign]

The Plant. Grow. Nourish. program will run at the aforementioned retailers from April 3 to 30 and at Rite Aid from April 15 to May 15.

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