Naturtint Permanent Hair Color

In Europe, Naturtint was launched in the late 1990s by Laboratorios Phergal of Madrid, ranked as one of the top cosmetics labs in Spain. Naturtint is distinguished from other hair coloring products as the first permanent hair color free of ammonia and featuring plant-based active ingredients. Healthy, natural hair coloring products are at the root of the Naturtint story.

In the U.S., entrepreneurial businesswoman Brenda Boice established International Trade Routes in 1999 and searched the world to find product lines that met her company's core values of bringing customers the highest-quality natural hair coloring products available.

Boice, who has earnest interests in alterative medicine and healthy living, had become well-versed in all aspects of the health product industry while working at Herb Pharm, a leading manufacturer of liquid herbal extracts in Oregon, before starting her own enterprise.

She had looked at other internationally-made beauty products, but they lacked the integrity and high-quality standards she demanded – and then she discovered Phergal and Naturtint.

The union between Naturtint and Boice was a natural.

"When I saw their green boxes, I said 'This is it. Naturtint will be perfect for the US market." Boice's vivid impression of Naturtint came in her first meeting in Connecticut with an international sales representative who was looking for the right importer/distributor to bring the new line beyond its Spanish borders.

International Trade Routes became the first distributor – and remains the exclusive distributor – in the U.S. to carry the line that has become the leading brand of permanent hair color without ammonia, parabens or resorcinol, used by millions of women worldwide.

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