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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 products.

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 awapuhi extract.

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 healthier.

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.