Tahitian Noni develops natural-based hair care range
The new Tahitian Noni Moea Spa hair care line has been formulated
for the needs of three different hair types, each one with a shampoo
and conditioner developed using natural ingredients and without
parabens. The line includes Fullness & Volume Shampoo and
Conditioner; Smooth & Hydrate Shampoo and Conditioner; and
Strengthen & Rejuvenate Shampoo and Conditioner.
The company launched its skin care and body care noni-based ranges
some years ago, which are marketed on the strength of their
moisturizing and anti-aging properties. However, it has now chosen to
expand its health and beauty range into hair care to build on the
success of the skin care ranges.
" We've seen how noni benefits skin, and now we offer consumers
these same benefits for hair," said Ann Billings, director, personal
care, for Tahitian Noni International.
Billings added that the company has partnered with celebrity stylist
Steve Lococo, who consulted on the development of the six new hair care
Marketed with a premium price tag of $24 each, the products contain
a range of natural and tropical ingredients mainly sourced from the
Pacific island region.
As well as noni juice, the Moea Fullness & Volume Shampoo and
Conditioner contains grapefruit extract, awapuhi extract, rice proteins
and reed algae extract to provide volume and fullness to limp hair.
The Moea Smooth & Hydrate Shampoo and Conditioner has been
designed for dry, coarse or curly hair, to maintain manageability and
contains noni seed oil, taro root extract as well as rice protein and
The Moea Strengthen & Rejuvenate Shampoo and Conditioner aims to
strengthen dry, brittle or aged hair, relying on pineapple extract and
soy proteins as well as noni seed oil to make hair appear stronger and
The product will initially be launched in the North American market,
as well as being sold internationally through the company's online
portal. Other key markets expected to see the launch of the product
soon will be Japan and key European countries. On May 17 the company
announced record first quarter sales since its inception in 1995, which
it said was attributable to the launch of almost 60 new products in the
personal care, weight management, gourmet food and pet care categories.
Figures were not released as the company is private.