From the team behind Skin Proud comes Hair Proud – a new hair care brand that aims to empower, celebrate uniqueness and champion the ethos of ‘proud not perfect’.

Suitable for all hair types, the products are powered by clinically proven, skincare-inspired actives, including vitamin C, niacinamide and hyaluronic acid, to deliver high-performance haircare at an accessible price point.

Hair Proud consists of four easy-to-navigate product ranges – Revive & Repair, Hydrate & Nourish, Smooth & Shine and Everyday Care – which incorporate shampoos, conditioners as well as pre-cleanse and leave-in treatments designed to help prevent hair damage and repair from root to tip.

The hair care line features a patented mood-boosting fragrance technology that, says the brand, is proven to have specific mood benefits, leaving consumers feeling invigorated, powerful, relaxed and uplifted.

All Hair Proud products are SLS/SLES, phalate and paraben-free, 100% vegan, cruelty-free and PETA-approved. The packaging is made with 30% PCR and most is kerbside recyclable.

Committed to ‘representing all hair colours and types, genders and ethnicities putting diversity and inclusion at the heart of everything we do,’ the brand never retouches any of its model images.