After four years of research and development, Aveda’s first line of hair care products are ready. The Aveda Men Pure-formance range will eventually evolve into a complete line of grooming products for men, that is, personal care items for head to toe grooming. According to general manager of Aveda Europe, Amanda Le Roux, the range was not a simple matter of placing “existing products and putting them in masculine packaging.”

The men’s line is comprised of a blend of ingredients meant to treat both the scalp and hair. These are sage, licorice and ginger extracts, and spearmint, citrus and lavender essential oils for scent. The Aveda men’s line will start off in 150 UK salons before being rolled out across the rest of Europe in September. The US launch will take place six weeks after the European launch.