Creme of Nature introduces new hair straightening cream

Hair care manufacturer Creme of Nature has introduced the new Straight from Eden hair straightening cream.

Claimed to be the first 100% plant-derived straightening creme with active natural oils, Straight from Eden is designed to make chemical straightening gentler on hair for better management with less dryness, damage and hair breakage.

Utilizing two activators, one liquid and the other a creme booster, Straight from Eden effectively straightens the hair with a less damaging effect.

Colomer Beauty Brand’s vice president of marketing Shawn Tollerson said that "We have clinically proven that natural oils in the relaxer creme are alive and present at the point of activation."

"The true benefits of coconut, avocado and olive oils penetrate the cuticle of the hair shaft for maximum benefit," said Tollerson.

Without containing drying and synthetic properties, it uses coconut to restore strength and protect hair from damage; avocado to fortify hair and promote overall hair healthiness; and olive oil to hydrate the strands and infuse necessary moisture.

Straight from Eden comes in two formulations like Hair Type A and Hair Type B.

Hair Type A is used for fine, wavy, delicate hair while Hair Type B is used for normal to thick hair.

Both Hair Type A and Hair Type B care systems contain 100% plant-derived straightening creme, two activators, hydrating neutralizing shampoo, conditioning treatment, and repairing oil.

Straight from Eden retails for $7.99 – $10.99.