NATU is now available at select Target Stores throughout the US.

The hair care brand was founded on the idea that there’s no need to trade performance for natural ingredients.

The products don’t contain any sulfates, silicones, parabens, resins, phthalates, DEA, MEA, TEA, petrolatum, artificial colors or synthetic fragrances, and is not tested on animals.

The line was created by beauty industry veteran Steve Krawczyk, who explained the design concept.