DARIEN, Conn. — Henkel North America’s Better Natured brand is introducing a permanent hair color  formulated with coconut oil and a plant-milk blend of Tahitian palm, coconut and orchid milk that the company said conditions hair throughout the color process.

The company described the liquid-crème formula as gentle on the hair and scalp and allowing consumers the versatility to customize shades, while mixing with either a bottle or bowl and brush. The Better Natured hair color range offers color that last for up to eight weeks while leaving hair soft to the touch.

“When we started creating Better Natured hair color, we heard people’s frustration about having to choose between naturally-derived products and vibrant results.  We vowed to help put an end to that sacrifice.  So we committed to crafting a color with the highest number of naturally-derived ingredients possible and amazing vibrancy, coverage and long-lastingness – all the qualities you expect from professional color,” said Elizabeth Kenny, vice president of marketing and creative.

Celebrity hairstylist Marcus Francis will continue to serve as lead ambassador for Better Natured, the company said.

“I’m excited for everyone to try this new naturally-derived color range. Summer is the perfect time to experiment with your hair and find a new color. Not only is the new Better Natured color collection easy to use at home, it provides you with the same professional results and ‘good for your hair’ formulations that make the styling and wet line ranges so great,” said Francis.

To coincide with the launch of the color range, Better Natured said it will also officially kickstart their partnership with Showfields, a retail concept that reimagines how shoppers interact with brands by taking online-only brands offline and allowing consumers to experience them through a  combination of retail and interactive art exhibitions.

Better Natured color is launching with 26 shades ranging from classic neutrals such as black, brown and blonde to red, violet, silver and blue.

Better Natured Color sells for a suggested $25 for a complete color kit that includes the shade, developer and application accessories. If  ordered before September 30, consumers receive a $19.99 introductory price.