Native expands into hair care

Native is growing beyond its personal care product offerings by entering the hair care category.

Featuring shampoo and conditioners created with 10 or fewer good-for-you ingredients that are simple and effective, the line is designed to cater to specific hair needs, the company said.

"There are so many options out there when it comes to hair care and even more do’s and don'ts, which can become overwhelming,” said Vineet Kumar, CEO of Native​. “We launched this collection so choosing a hair product doesn’t have to be. These products deliver all the amazing benefits you want and need through an effective, clean formula in the signature Native scents we know and love.”

The products include:

• Coconut and Vanilla Moisturizing was created to cleanse, as well as replenish moisture and leave tresses looking shiny;
• Cucumber and Mint Volumizing aims to provide a weightless lift, as well as cleanse hair so it feels voluminous and full; and
• Almond and Shea Butter Strengthening looks to fortify hair, while also helping restore natural vibrancy.

Containing a formula that is free of sulfates, parabens and dyes, Native’s hair care collection is cruelty-free, vegan and available exclusively at Target nationwide.