Available in stores and online now, the Rainforest Hair Care collection utilizes pracaxi oil instead of silicone, which comes from the seeds of a tree that grows organically in the Amazonian rainforest. The Body Shop claims the lightweight oil doesn't build-up on hair, and is 100% natural, bio-degradable, organic and non-irritating.
Community trade ingredients like organic olive oil from Italy, nut oil from Peru and honey from Ethiopa are also added to the products. What's not added are all the controversial ingredients of today: silicones, sulphates, parabens and colourants.
And The Body Shop isn't just aiming to beautify your locks; they're also looking to beautify the wild. The brand just purchased a section of the Brazilian Atlantic rainforest that is approximately 80 kilometers northeast of Rio de Janeiro, where more than 20,000 plant species and a host of endangered animals -- including the woolly spider monkey -- will now be protected from human harm.
"The bottles are made with post-consumer recyclable material, and all the ingredients in the haircare line break down in water, so you don't have to worry about environmental effects," says Sheikina Liverpool, a publicist for The Body Shop.
When we attended the launch event at New York's Ion Studio -- a "green" salon that runs on wind power and works everyday to lower its carbon footprint -- we had the opportunity to sample the Rainforest Moisture line first-hand, which is one of four lines that also include Shine, Radiance and Balance.
(Because as you know, it's impossible to have dinner by yourself after getting a blowout.)
Other highlights from the event included a relaxing hair wash at the sink in a circular wood-like chair that was made of recyclable materials. "It's kind of like a trust fall," said stylist assistant Christopher Marrero as he lowered us backwards, and we kept our necks straight as instructed -- white knuckles and all.
Part-owner Leonardo Manetti says the most challenging thing about running an eco-salon stems from a commonly requested service.
While you'll find plenty of eco-chic design in the salon, you won't find perms, relaxers, or any of the Brazilian straightening treatments that Manetti believes damages both hair and health.
"I'd rather have my health and the health of my co-workers protected than offer any of those services," Manetti said.
And New York readers, listen up: You could win a hair makeover for yourself and a lucky girl friend at the Ion Salon, plus dinner out on the town and car service home.
Just spot and stop in at the Rainforest Hair Care truck on Friday at any of the below locations to enter:
Broadway: 747 Broadway at 8th St: 11am - 1pm
Soho: 154 Spring St between West Broadway and Wooster: 1:15pm - 3:45pm
South Street Seaport: 16 Fulton St: 4pm - 7pm
And while you're steering the non-chemical route, check out our picks for best paraben-free products.