Online Exclusive: NATU Redefines 'Natural' Hair Care

Round bottles and bamboo collars are used to convey this brand's unique formulation.

By Marie Redding, Associate Editor

NATU is a new natural hair care brand, and its packaging is designed to stand out from competitors.

Natu uses round collars bottles and faux bamboo collars for its new haircare collection.
The brand was founded by Steve Krawczyk, who isn't a stranger to the beauty business. He has worked at Vidal Sassoon, Revlon, and was also vice president of marketing at Neutrogena. Most recently, he was an industry consultant.

Formulated with Better Ingredients

Krawczyk says he looked at many other hair care brands, and knew he could do better. “I looked at a lot of ingredient labels, and realized many brands are very similar. Many of the traditional ingredients used in hair care are inexpensive, and aren’t nurturing to your hair,” he explains.

Krawczyk worked with a formulator, not a contract manufacturer, to develop custom formulations. The line doesn't contain any controversial ingredients, such as sulfates, parabens, or phthalates - and goes a step further by also leaving out silicones, artificial fragrances and animal products.

“We also include many ingredients that many other natural brands don't, like natural proteins, amino acids, lipids, nutrients, and vitamins, that match up with the ingredients that make up the structure of the hair,” says Krawczyk. “For this reason, the products are priced to be competitive with a prestige salon brand,” he adds.

All of the products are labeled differently, depending on the percentages of natural ingredients each contains. For instance, the Liberating Shampoo is 96.7% natural, while the Reawakening Conditioner is 97.2% natural.

A Bottle Shape Designed to Attract Attention

“Since our formulations take an entirely different approach to hair care, I wanted the packaging to reflect this as well," explains Krawczyk. "We decided that round bottles would help convey that it is a different type of natural product,” he adds.

Krawczyk says he worked with a creative team, which designed the packaging. “Then, our supplier, Westlake Packaging, helped us obtain custom molds, and all of the packaging components,” he adds.

NATU uses two different size round bottles -- some have dispensing caps, while others have spray pumps. A silk-screening process was used for some of the copy, while NATU’s logo and the product names are printed on square labels, and then applied to the center of each bottle.

To convey “natural,” as well as a more prestige look, a bamboo collar is attached to the neck of each bottle. The bottles are colored using a bright shade of grass-green on the bottom half, which fades into white for a gradient effect. “We had to make sure the spray had the proper color variation to create the fade effect, but it was not overly difficult,” says Dan Thompson, president, Westlake Packaging.

It took Krawczyk and his team two years to finish formulating, and making sure packaging looked right was a challenge as well. Krawczyk says, “A lot of work went into developing our packaging. Making something unique is always a difficult task – but rewarding in the end.”

NATU’s products recently launched online, and are sold on the brand's website.