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Platinum Blonde Creator L'Oreal Goes Vegan With New Hair Dye

  • New hair coloring comes as consumers seek natural options
  • Company’s professional-products unit has endured slow growth
Botanea hair dye
Botanea hair dyeSource: L’Oreal SA
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L’Oreal SA, founded more than a century ago by a French chemist who formulated safer, more natural-looking hair dyes, is releasing its first fully plant-based coloring as consumers’ definition of naturalness and product safety evolves.

The Paris-based company, which invented platinum blonde and dominates the global market for hair-care products, introduced the new vegan product, called Botanea, on Wednesday. It’s aimed at boosting the world’s biggest cosmetics maker’s weakest-performing division.