Healthy, natural hair coloring products are at the root of the Naturtint® story.

In Europe, Naturtint was launched in the late 1990s by Laboratorios Phergal of Madrid, ranked as one of the top cosmetics labs in Spain. Naturtint is distinguished from other hair coloring products as the first permanent hair color free of ammonia and featuring plant-based active ingredients.

In the United States, entrepreneurial businesswoman Brenda Boice established International Trade Routes in 1999 and searched the world to find product lines that met her company's core values of bringing customers the highest-quality natural hair coloring products available.

The union between Naturtint and Boice was a natural.

"When I saw their green boxes, I said 'This is it. Naturtint will be perfect for the US market.' " Boice's vivid impression of Naturtint came in her first meeting in Connecticut with an international sales representative who was looking for the right importer/distributor to bring the new line beyond its Spanish borders.

International Trade Routes became the first distributor – and remains the exclusive distributor – in the U.S. to carry the line that has become the leading brand of permanent hair color without ammonia, parabens, or resorcinol, used by millions of women worldwide.

Naturtint's plant-based permanent hair coloring works by using a three-step process without ammonia, parabens, silicones, paraffin, mineral oils, heavy metals, artificial fragrances, SLS, or formaldehyde derivatives. 

Small tip from Naturtint. You can color your hair as dark as you like in one application, however, you can only lighten your hair color by one or two shades at a time. To achieve a hair color that is much lighter than your natural hair color, you must do so by coloring in stages, choosing shades one or two steps lighter than the color used previously. For example, if you wanted to go from Naturtint hair color 5N to 10N, you would use Naturtint Colors 7N, then 9N, and then Naturtint 10N. For best results, you must wait 2 weeks between coloring.