Tresemmé has launched a trio of haircare products free of sulphates, silicones and dyes.
The range, called Pro Pure, comprises three shampoo and conditioner pairings - Damage Recovery, Radiant Colour, and Airlight Volume - which have rolled out in 100% recyclable packs made from transparent PET and 30% PCR (rsp: £5.99/380ml).
The caps, meanwhile, contain detectable black masterbatch, while the label was designed to obscure less than 50% of the bottle - meaning there would be no issues with detection at recycling plants, said Unilever.
Unilever haircare marketing director Carly Burford said the range was “specifically developed to provide shoppers with a haircare range that is as natural and chemical-free as possible”, to tap a global desire for “more transparency in the beauty industry”.
They have rolled exclusively into Tesco, with a wider retail rollout to follow later this year.
It’s not the first attempt to crack down on chemicals from the brand: 2019 saw it boost its Pro collection with its first sulphate-free products.