In a major move signaling the power of millennial shoppers and their quest for clean, environmentally-friendly ingredients, cosmetic giant L’Oreal has announced a shift to plant-based ingredients in its popular hair dyes, replacing synthetic and often toxic chemical ingredients that the brand has built its business on.

“The organic cosmetics boom has been driven by rising numbers of younger consumers rejecting chemical-based products in favor of plant-based ones,” reports Reuters, noting that the organic beauty market is estimated at $11 billion globally, and likely to double by 2024.

“There’s very strong demand from women to move towards healthier formulas,” said Marion Brunet, manager of L’Oreal Professional, noting it’s no longer the fringe natural or diehard “green” consumer seeking out healthier alternative, but mainstream consumers attracted to the simplicity of natural ingredients and the health benefits.

L’Oreal’s new vegan range, called Botanea, comes from three plants native to India including indigo, cassia, and henna, the latter of which has long been used to tint hair in India and favorited by natural consumers wanting a truly synthetic-chemical-free hair coloring alternative. But henna is a messier process than conventional hair dyes; it’s a thick and messy paste and can also make hair look brassy. But L’Oreal’s new products are a slight upgrade to the traditional henna; and they’re only salon-only right now because professional color mixing is needed. But the company hopes to be able to launch a shelf-ready version for the at-home consumer soon.

The mega beauty empire, which owns Urban Decay, Lancome, NYX, Maybelline, and Kiehl’s, has seen its smaller brands (like Urban Decay and NYX) expand while traditional and professional salon products have slowed in 2017 as small-batch skin and hair care companies continue to expand reach and return customers with natural products safer both for bodies and the planet.

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If you’re like me, you love to rock different hair colors, but not at the expense of sweet, cuddly creatures. Luckily there are a lot of cruelty-free hair dye brands out there.

Next time you want to dye your hair a vibrant red or a cool blue, click on over to these sites, and snatch up the cruelty-free hair dye that speaks to your soul.

1. Manic Panic

Words cannot describe how much I love Manic Panic. Sure, this hair dye business may be best known as the coloring company teens turn to when they’re looking to dye their hair pink. But adults can have fun with Manic Panic’s colors, too. If you apply Manic Panic’s color over another “normal colored” hair dye, or even your natural color, it won’t appear as vivid. I like to put the company’s Vampire Red over my now dyed black locks for a subtle, red hue. Come January, I may switch the red to the company’s After Midnight. Because nothing says “winter” like black/blue hair. If you want a super vibrant color, or a pastel color, the company also sells bleach kits, and color pastelizers. Warning, though: This hair dye can bleed a bit. I’m assuming this happens because my hair isn’t super dry (aka bleached), so it doesn’t really lock in the color.

2. Naturtint

This is my current, go-to base color. I love the company’s Ebony Black. But I’ve also used its deep red colors, and brunette colors, too. This company’s hair dye is ammonia-free, paraben-free and vegan friendly. This cruelty-free hair dye also is free of the following: Silicones, paraffin, mineral oils, heavy metals, artificial fragrances, SLS, or formaldehyde derivatives. This dye doesn’t bleed and fades very slowly, too. This hair dye also comes off your scalp easily. (Extremely good when you’re as bad at applying hair dye as I am.)

3. Lush

Lush has a line of Henna hair dyes that are totally synthetic-free. The company carries four colors for the gal who wants to spice up her natural color, or tint her natural color another hue.

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Image: Steven Depolo

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