It's now simple to make choices that are good for the planet and the people who populate it without sacrificing performance on hair or individual style, according to KMS, which introduces the new Conscious Style line to provide that good choice for your clients. The innovative, gentle hair care products, designed for daily use, are formulated with minimal and mostly naturally derived, yet high performing, ingredients with a nominal impact on nature.

Ideal for normal to fine hair and safe for color‐treated hair, Conscious Style works from start to finish imparting weightless hydration, enhancing natural texture, protecting against pollutants and creating pure, individual style. Part of the strategy involves using less to achieve more. The line also incorporates KMS’s unique TRIfinity Technology.

The range incorporates streamlined formulations composed of pure, simple, and mostly sustainable ingredients carefully chosen to live up to clients' expectations. Up to 98% of the ingredients are naturally derived, up to 97% are biodegradable, and the list of ingredients includes sustainably sourced, highly effective and carefully picked Ecocert extracts, including Moringa seed oil, selected for its rich, smoothing properties and natural antioxidants, and oat oil, known for its gentle and soothing properties. Packed with lipids and vitamins, this natural extract helps maintain the scalp’s natural balance by replacing lipids lost in everyday activities while hydrating the scalp, locking moisture into hair, and restoring natural luster and elasticity. The products contain no sulfates, silicones, micro‐plastics, mineral oils, dyes/artificial colorants or animal‐derived products. Any included fragrance has a low allergy potential. The packaging uses up to 53% recyclable PCR materials. Both Everyday Shampoo and Conditioner are up to 100% recyclable.

Meet the Products

• Everyday Shampoo. This daily mild shampoo gently cleanses and helps maintain the natural balance of the scalp while providing weightless hydration to leave hair with a natural touch and healthy shine. It's formulated with KMS’s AHA Structure Complex, which improves not only the internal structure of hair with organic acids but also the external structure, priming hair for optimal style creation.

• Everyday Conditioner. Mild and nourishing, this daily treatment gently detangles and maintains the natural balance of the hair and scalp while enhancing manageability and elasticity. Like the shampoo, it's formulated with KMS’s AHA Structure Complex. Hair is left with a soft touch and healthy shine.

• Styling Putty. This paste/cream starts out firm but softens easily in your hand for even, perfect distribution. It features an innovative blend of naturally derived carnauba wax and a natural styling polymer.

• Multi-Benefit Spray. This hybrid, flexible styling/finishing hairspray features minimal ingredients, including an innovative polymer that creates a flexible shield around the hair that, combined with a moisturizer, enhances hair elasticity and manageability. During blow‐drying and when using hot tools, it also adds texture and control, and the flexible sealing polymer provides a medium hold and reduces frizz while creating a barrier against environmental pollution.