The Secret of NATULIQUE
NATULIQUE products are created from a simple premise: No dangerous ingredients! Our formulations are the safest available in the professional beauty industry today.
We believe in ingredient integrity and mission consistency, beginning with organic ingredients, whenever possible, to keep dangerous chemical preservative systems and lathering agents out of the end product. At NATULIQUE we maintain the highest standards of quality throughout formulation and production.
Most of the ingredients in each and every product of the NATULIQUE Hair Care product range are USDA and ECOCERT certified organic. We are also proud to announce that NATULIQUE Certified Organic products are on the approval list presented by governmental third party authority. All of the NATULIQUE Permanent Colours are 95% natural and includes certified organic ingredients.
These chemicals can build up over time and clog pores, leading to the loss of oxygen, ultimately causing skin irritations and allergies.
In the creation of our product line, we consulted with conventional and alternative doctors, chemists, nutritionists, and horticulturalists. The information we gathered allowed us to eliminate the use of traditional preservative systems and lathering agents.
Research has shown the following ingredients to be irritating to the skin and scalp, allergenic, and potentially carcinogenic: Propylene Glycol, Sodium Lauryl and Laureth Sulfates, Diethanolamine (DEA) and Paraben preservative systems (methyl, ethyl, butyl, and propyl parabens). Again, they are some of the most widely used ingredients in beauty products today, but you will not find them in NATULIQUE products. It’s our pledge to you and the quality of your health.
Start reading and understanding labels and ingredients; avoid the products that contain ingredients with a questionable health history, and most importantly – keep it organic, keep it safe!
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NATULIQUE is a private limited company situated by the port of Aarhus, Denmark and consists of a team of likeminded individuals passionate about health and ecology along with an interest for a continuous development of professional and sustainable organic products within the personal care sector.
The NATULIQUE story
Having been confronted with challenges related to harsh allergies, asthma and other health-related issues within their respective families and friends, the founders of NATULIQUE became aware of a link between a lot of health problems and today's cosmetic products, many of which contains toxins, harmful chemicals and pesticides.
Our mission is to share with our clients new ways to incorporate healthier and more sustainable choices into their everyday lives. We constantly strive to develop safe and high quality products, while at the same time educate the professional salon and spa community about the many advantages of organic products.
The NATULIQUE timeline
1998: NATULIQUE is Founded
The roots of NATULIQUE lay within private health as well as ecological reasons.
Having been confronted by challenges related to harsh allergies, asthma and other health issues within their family and circle of friends the founders of NATULIQUE became aware of the link that existed between many health issues and the toxins, harmful chemicals and pesticides that were to be found in their cosmetic products.
Realising that the market for trustworthy natural and organic hair and skin products was extremely limited they decided to make it their mission to bring safer, cleaner cosmetics to a market desperately in need of change.
NATULIQUE have an important advantage over other manufacturers given that NATULIQUE have developed highly effective natural and organic products in a safe environment. Denmark has historically taken a progressive stance on environmental preservation as the first country in the world to implement an environmental law.
The NATULIQUE logo the Olive leaf becomes NATULIQUE’s symbol to connect green environment to a healthier live.
2000: Introduction of the Everyday Haiwash
NATULIQUE introduced the Everyday Hairwash manufactured as a professional hair care product. The investigation in the properties of the naturally derived ingredients, such as flower and plant essences as key ingredients, were in progress.
As the functionality and foaming properties were different the introduction and education of the costumer were a key issue for the hairstylist or hairdresser.
The NATULIQUE Everyday Hairwash did not foam as other hair washes, which created the false perception that it did not clean probably. However, the missing foam was a result of no ammonium lauryl sulfate that is typically added to hair washes to create the foam and hence the wrong perception of a better result.
Do not judge you hair wash on its foam.
2001: The Vision
With drive, resilience and passion a small group of hair stylists became the green pioneers. They shared the same vision as NATULIQUE. They believed that product performance and ethical practice should never be sacrificed for profit. With a promise to use as few chemicals as possible, the green hair stylist was born. They were willing to educate and pay more for organic products.
2002: NATULIQUE introduces new organic products: The NATULIQUE Moisture Hairwash and the NATULIQUE Volume Hairwash.
Each of the hair wash products was also paired with a NATULIQUE conditioner.
NATULIQUE organic hair care and cleansing products were composed of natural elements rather than synthetic ingredients. The NATULIQUE conditioners were developed without silicone, parafin or sulfats. Silicone is a commonly used hair care ingredient but it builds up over time and you get the false impression that the surface of the hair is smoother and combs easier (Makes your hair feel slippery and less tangled.) Over time, the use of silicone leads to dry, dull, weak, limp and lifeless hair.
The NATULIQUE organic hairwash and conditioners use pure organic virgin oil and other ingredients found in nature to create a blend which helps to remove excess oil and dirt from the hair, leaving behind a healthy sheen.
2003: Attending COSMOPROF
For the first time, NATULIQUE attended COSMOPROF; an exhibition exclusive for beauty professionals. COSMOPROF shows salon and beauty industry news from top manufactures and the latast salon trends, worldwide. We attended COSMOPROF Orlando, Bologna and Salon International London. For us, it was fantastic to be among top stylist and creative hairdressers. The interest for organic haircare products were fantastic. NATULIQUE was one of the first to show organic products in the professional hair industri, and the demand for a provider of organic hair colours were an eye opener for NATULIQUE. The brand had to be extended!
2004: ECOCERT Standard
As more brands started market their products as organic, we realized that we had to get a trustworthy certification standard. With global presence, NATULIQUE had to go with a certification standard with a goal of becoming a worldwide certification body.
We met ECOCERT which, two years back, was the very first certification body to develop standards for "natural and organic cosmetics". These standards included:
- Ingredients must be derived from renewable resources and manufactured by environmentally friendly processes. ECOCERT therefore checks:
The absence of GMO, parabens, phenoxyethanol, nanoparticles, silicon, PEG, synthetic perfumes and dyes, animal-derived ingredients (unless naturally produced by them: milk, honey, etc.).
The biodegradable or recyclable nature of packaging.
- A minimum threshold of natural ingredients from organic farming to be reached to obtain certification:
ECOCERT Standard imposes that a minimum of 98,8% of the total ingredients has a natural origin and that a minimum of 10,3% of all ingredients by weight must come from organic farming.
Once a year ECOCERT comes to Denmark to do a company check before they renew the certification. They have high demands and they take legal action if anybody misuse there brand name or logo.
NATULIQUE Hair Care products are the first and only complete professional hair beauty line certified by ECOCERT in the world.
2005: The NATULIQUE Henna Leaf Powder failure.
Creating hair colour proved a challenge for NATULIQUE as it had to be permanent but organic and without harsh chemicals. NATULIQUE was convinced that using henna was the answer for the new and innovative colour line.
Historically, henna leaf was used for cosmetic purposes. Henna had been used as a cosmetic hair colour for 6.000 years. NATULIQUE thus started to investigate how to make a professional for salon use only permanent henna hair colour.
Commercially packaged henna, intended for use as a cosmetic hair colour, was available in many countries for home use. The colour results from dying with henna depends on the original colour of the hair as well as the quality of the henna. It can range from orange to auburn to burgundy (photo).
NATULIQUE made a small range of NATULIQUE Henna Leaf Powder. Just for testing. We thought it could be sold as an certified organic alternative.
The dried henna leaf powder should be mixed with a mild natural acid such as lemon juice, orange juice or vinegar. The resulting paste was then applied to the hair, and covered with plastic wrap to keep it from drying out. This paste should be left in the hair for several hours in order for the dye to permanently bind to the hair strands. The paste was then washed out leaving hair that was permanently dyed.
The several hours process in order to permanently bind to the hair strands did not fit into the work in a salon. The testing of NATULIQUE Henna Leaf Powder also gave a colour that did fade, and which was not rich or deep. The colour results is all what matters for a professional hair stylist or salon owner.
NATULIQUE gave up the NATULIQUE Henna Leaf Powder and had to investigate in other ingredients and ways to make the colour permanent. We therefore had to give up launching any colour for sale in 2005.
2006: Development of new colours
The team behind NATULIQUE decided to put together a focus group. We asked some of the top salon owners in Scandinavia, if they would be part of it. The focus group participants was asked about their perceptions, opinions, beliefs, and attitudes towards the development of the new NATULIQUE organic colours.
The conclusion was functionality, functionality, functionality and the variation of more than 50 shades to work with. If this request could be combined with a colour with less harsh ingredients, then that was the answer for a future colour. The need for less harmful colours was obvious, but the colour should still deliver high performance and quality if it was to work in a salon.
NATULIQUE gave up the thought of launching certified organic colours and came up with NATULIQUE professional natural hair colours. A gentle and lasting cream based permanent hair colour designed with focus on natural ingredients.
NATULIQUE hair colours are a special formulation of pure, natural sunflower seed extract, jojoba oil, apricot seed and grape seed oil. The natural ingredients activates the colour and actually restores the hair with a balanced nutrition of vitamins and proteins.
In 2006, NATULIQUE launched a range of 68 colours only for the use of creative, skilled and conscious professionals.
2007: The NATULIQUE Vision
NATULIQUE now worked with lots of salonowners and hairdressers all over the world. But we saw the same issue from Scandinavia to Asia:
Salon owners and hairdressers work very hard, long hours, and are often on the go all day. They are in a busy salon environment, with other people present all the time – own clients, other clients, other staff, outside representatives, management, receptionists and cleaners.
NATULIQUE discovered how the salon owner at the same time are responsible for making sure their clients do not endanger their health and safety as their employee.
From the beginning, NATULIQUE had a vision not only to represent a haircare brand but to inspire these businesses to change.
NATULIQUE uniquely wanted to stimulate the salon businesses to explore sustainability and corporate responsibility in regards to themselves, their staff, their clients and the environment.
Getting time to share this vision was a challenge, but this was a great business with great and creative people. The founders of NATULIQUE loved what they did even with the great challenges they had for growing and innovate at the same time.
2008: Building a network of great distributors.
NATULIQUE decided to work with distributors and today, we have the best and most dedicated partners, all over the world, and it is of great value to work with them and their costumers.
The NATULIQUE distributors share the same vision and values and they are dedicated to work with the world’s best professional natural hair care brand. They share a simple vision that demands the safest and cleanest possible ingredients to ensure the safest products within the professional hair care industry.
NATULIQUE is the only complete certified organic professional hair care line in the world. The only company who are certified and who bother to work with a third party certification standard.
NATULIQUE natural hair colours are proven to be the best ammonia free hair colour in the world. The NATULIQUE results are colourful, shining and long lasting. It is a surprising result for a natural hair colour.
We therefore invented the slogan: "Less Chemicals – Better result" and "Less Chemicals – Better Colouring".
Contact us if NATULIQUE is not present in your country and would like to become a NATULIQUE distributor.
2009: Introduction of the PROFESSIONAL PERMANENT AMMONIA-FREE HAIR WHITENER
NATULIQUE Permanent Whitener is an Ammonia Free powdered hair lightener that can be customized according to the needs and hair type of your client when used with NATULIQUE Activators. Includes certified organic ingredients that nourishes the hair and prevents damage.
A special formula ensures perfect results, allowing for up to 7 levels of lift depending on original hair colour.
NATULIQUE Permanent Whitener, with added nutrients, is specially developed to protect the hair and skin, without compromising on perfect results. This product is dust free and developed according to the highest industry standards.
2010: The NATULIQUE Brochure
In 2010, we started making new marketing material using Rock Paper to reduce our carbon footprint.
NATULIQUE adopts environmentally friendly solutions for production, packaging and marketing materials. Whether using SUSTAINABLE ENERGY for production, CRADLE TO CRADLE ROCK PAPER for labeling, ECOCERT for organic certification or RECYCLABLE cardboard and paper for our packaging and promotional needs, we take our responsibility to the environment seriously.
Naturally we also use recyclable plastics and aluminium, and even go as far as to use propellents from 100% BIOMASS for our aerosols.
Simply because we care.
Using Rock Paper in select materials was and still is an inititiative taken by NATULIQUE to reduce our carbon footprint. No Trees, Water or Acids are used during the production of Rock Paper.
2011: Embracing the Scandinavian DNA
NATULIQUE is proud of its Scandinavian DNA – but what does it mean:
Scandinavia: The northern part of Europe where the Vikings once ruled; the temperatures are low, people are happy and princesses live. Denmark, Norway, Finland and Sweden all make up this northern the European continent.
The flexible welfare of these countries allows people, no matter what
their profession is, to follow the latest trends from the international as well as the Scandinavian fashion scene all year long. This means that you will see all the latest trends here. The best thing about Scandinavian fashion is that whether you’re a student, a shop assistant or a designer, the style has the same basic characteristics; a mix of simplicity, sophistication and edge:
Scandinavian women don’t wear a lot of makeup. They look very natural.When it comes to hair, go simple as well. It’s all about ‘less is
more’ when it comes to hair and make-up.
Scandinavian women are very sophisticated and feminine. It’s not about getting attention by showing too much skin. Keep it simple and pretty, and use accessories wisely!
Scandinavia is the home of NATULIQUE and you’ll see Scandinavian girls manage to maintain a personal hair style and by mixing clothes from H&M with vintage clothes (there are quite a few second-hand shops in Scandinavia) and designer clothing (se picture).
2012: Growing with Distributors.
NATULIQUE is growing and continuously getting new distributors. The brand are now proven to have a global reach. NATULIQUE is teaming up with greatly skilled distributors with the right service to their costumers and long term approach to the brand. Some distributors are highly skilled hairstylists others are great business people teaming up with skilled technicians. They choose to work with NATULIQUE after many years of great experience from the salon industry.
What they all have in common is that their priority are aligned with NATULIQUE and deeply rooted in a passion for sustainable and ethical products. They also has a passion for functionality and outstanding results.
2013: NATULIQUE Educators
In November 2013, the London distributor launched the first NATULIQUE Award Show: NATULIQUE Colour Innovation Awards, which was held in London. Our current trainer and team member from California Katelyn Pedersen were one of the award winners together with her team lead by Mark Westbrook from Westbrook Salon. After this victory Katelyn noted:
"I am highly sensitive to products and suffer from several skin allergies and my experience with NATULIQUE this past year has been truly life changing for me"
Today, Katelyn is working with the NATULIQUE colours in her salon in California, as an NATULIQUE Educator and Master Stylist.
Read more at: http://bit.ly/natulique-educator
How to find us
The NATULIQUE office is located at the habour of Aarhus with a beautiful sea-side view of the city.
DK-8000 Aarhus C
+45 8730 0714
+45 8730 0724
NATULIQUE is constantly expanding its product range.
As the leading supplier of Certified Organic Hair Care Products and Organic Based Permanent Hair Colours to the Professional market, we envision a distribution channel that span across the world. Potential distributors and/or business partners may contact NATULIQUE for further information.
NATULIQUE can not reply to requests made by individuals concerning questions concerning personal hair care and hair colouring. For a personal advice and recommendation, please contact your local and trained NATULIQUE hair stylists.