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Sundial a proponent of the natural trend.

AMITYVILLE, N.Y. -- Sundial Brands has extended its lineup of natural bath and beauty products in recent months with the release of a hair-straightening collection, a bath and body collection, and fragrance-free and gluten-free baby products.

The company's hair straightening Tahitian Noni & Monoi Smooth & Repair Collection is promoted as a tool to help users alternate between straight and curly hairstyles without permanently altering hair.

"Hair is an amazing form of self-expression, and every woman has the right to define beautiful for herself," says Richelieu Dennis, founder and chief executive officer of Sundial Brands. "Our smoothing system puts the power of hair flexibility directly in their hands, while actually repairing and strengthening strands."

Products in the collection are designed to allow women to experiment with new looks, Dennis notes.

The protein-based treatment helps smooth, soften and control frizz, leaving textured hair more manageable for up to four weeks, he points out.

Each product contains certified organic shea butter; Tahitian noni, an antioxidant enriched with vitamin C to promote hair health; monoi oil to revive damaged hair; keratin; peptides; and botanical extracts.

Products in the company's Tahitian Noni & Monoi Smooth & Repair Straightening System come in 4-ounce or 2-ounce sizes and are sold through select Target Corp. outlets. The system comprises a sulfate-free conditioning shampoo, a rinse-out conditioner, a high-shine glosser, a repair and nourishing hair masque, and a weekly hair and scalp repair treatment.

Items in Sundial Brands' Superfruit Complex bath and body collection are available exclusively at Ulta Salon Cosmetics & Fragrance Inc. outlets. Each product in the collection contains a blend of certified organic shea butter, mango butter, green coffee bean extract and an antioxidant-rich complex of nutrients that includes raspberry ketone, goji, acai and guava.

The Superfruit Complex collection includes a body lotion formulated to improve the skin's elasticity, a sulfate-free bubble bath and body wash, a body and massage oil, a bar soap, and a hand and body scrub.

Sundial Creations has two new items in its SheaMoisture baby care line for infants with sensitive skin: Healing Lotion and Extra-Mild Wash & Shampoo. Both are formulated with natural and certified organic ingredients and are fragrance-free and gluten-free and contain no parabens, phthalates, parafin, glycol, mineral oil, DEA, sulfates, silicones, fragrance or artificial coloring.

They have been developed for babies and children with allergies and skin sensitivities, including gluten and fragrance intolerance. Both products contain certified organic shea butter sourced from northern Ghana and aloe vera, a therapeutic hydrator that aids in calming minor skin irritations. They also contain cocoa butter, which soothes and softens skin and helps it to retain natural moisture.

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Title Annotation:SUPPLY SIDE
Publication:MMR
Date:Apr 21, 2014
Words:432
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