Overtone, Terra Natural Designs and Saphira win Hair Care Buyers’ Choice Awards
Overtone won the Drug Store News Buyers’ Choice Award for its Purple for Brown Hair Color Depositing Treatment Mask during ECRM’s Hair Care & Multicultural Hair Session held this past May in Las Vegas. Two brands tied as finalists: Terra Natural Designs for its hair accessory set, and Saphira Hair for its Rebalance Shampoo with Chrome & Boron Minerals.
The products were selected from dozens of entries submitted by participating suppliers and displayed in the hospitality area of the session. Attending buyers evaluated each entry and cast their votes based on product packaging and innovation.
“Sustainability and clean ingredients continue to be key traits buyers are looking for in hair care products,” said Craig Chmielowicz, senior vice president of health and beauty care for ECRM. “Each of the three winners, while they have different types of products, demonstrate a strong focus on the health of the planet as well as that of consumers. Congratulations to each of the winners.”
[Read more: Qur Life, Dr.PawPaw named ECRM Beauty Buyers’ Choice recipients]
Overtone aims to bring consumers healthier, easy-to-DIY hair color that merges beauty with innovation for all hair types.
Its products—which are packaged in sustainable PCR plastic and FSC-certified cartons—offer an extensive range of shades developed to empower users to embrace their individuality, and use clean, cruelty-free, and vegan formulas with nourishing ingredients to maintain the health of the hair and scalp.
Overtone’s Purple for Brown Hair Color Depositing Treatment Mask is for brunettes seeking a rich, vibrant hue. This ultra-pigmented mask is specifically formulated for brown hair to provide intense color payoff without pre-lightening. It’s infused with nourishing ingredients like coconut oil, shea butter, and avocado oil, and deposits color while deeply conditioning and strengthening hair.
[Read more: Yudiva, Hobe Labs win ECRM Hair Care Buyers’ Choice Awards]
Since 2008, Terra Natural Designs has strived to bring hope and happiness to the world by sharing artisan-made products that inspire its customers to care for themselves while being socially responsible and contributing to the upliftment of the planet.
Its hair accessory set is made from a smooth, buttery-soft material, and is available in several designs: solid colors to easily combine with any outfit; urban prints specifically designed to match the style of busy city life; and tropical prints to bring a festive flare to a more tropical environment.
The products’ eco-packaging is designed to highlight its high quality, functionality, and the artisan-made stories behind each item.
Saphira, a young female entrepreneur, and CEO of the salon professional brand Saphira, created Mineral Essentials with the idea that all hair is not created equal. Specific mineral duos treat and heal different hair types, and all of the line’s products are made with natural minerals from the Dead Sea and are developed to help balance and restore scalp and hair.
[Read more: Yes Sales, Booby Tape among top picks at ECRM’s Natural & Clean Beauty session]
According to the company, Mineral Essentials works with the body’s natural nutrients to strengthen metabolic pathways that make hair more hydrated and defined. All of the products are vegan, natural, and cruelty-free.
The brand’s Rebalance Shampoo with Chrome & Boron Minerals naturally hydrates and treats thin and fine hair that suffers from greasy roots and dry ends. It replenishes and repairs hair that is neglected, and lacking texture and structure. Its custom blend of paired active Dead Sea minerals with Chrome and Boron, cleans, balances, adds volume and restabilizes every hair strand.
ECRM's 2025 Hair Care & Multicultural Hair Session will be held from May 6 to May 8 in Ponte Vedra Beach, Fla.
