Neo by Nature launches a refillable shampoo

The refillable native French beauty brand is launching a shampoo to extend its personal care range. Debuted in September 2021, with an innovative concept, offering beauty in tablets to activate with water with active ingredients like hyaluronic acid, Neo by Nature has now developed its technology into shampoo tablets.

Following a 2-year development process to obtain the right balance of actives in a compressed anhydrous formula, Neo by Nature is releasing a shampoo without silicones.

" The main difficulty in formulating a refillable shampoo is to remove the plastic container, as well as controversial ingredients" expresses Hector Sentilhes - co-founder. "During our research, we discovered that silicones, while being efficacious in the short term, may damage hair health in the long term" adds Sentilhes

The formula includes a complex of tree actives namely collagen, hibiscus extract and pea peptides to boost potency. The brand explains that silicones create softness on hair, but they also create an impermeable barrier around each hair strand. This barrier prevents humidity from getting into the hair as well as essential nutrients, hence the development process to ensure efficacy and optimum formulation.

Clinical tests reveal that 100% of users express a feeling of softer hair, while 92% expressed the reduction of hair conditioning products as a result.

Boasting 30 000 users, including 35% in subscription, the brand is present in 7 countries and is rapidly expanding.

The brand aims to simplify the refill process to make it more environmentally friendly, and to reduce consumers' ecological impact: reinventing hair care products without disrupting consumer habits. Its refillable format eliminates plastic waste and minimises the carbon footprint associated with production and transport.