What is it? A natural, organic salon haircare brand from a top New York city salon. It’s free from alcohol, parabens and sulphates, and was used backstage recently at London Fashion Week to glittering reviews from the models.
What’s the USP? Well, apart from promising hair salon quality results, Yarok is hand mixed in Manhattan and uses active botanicals. Yarok also has a social conscience and gives three per cent of its yearly profits to support indigenous people of Equador and Peru in a bid to protect the Amazonian Rainforest.
Hero product? Feed Your Youth (£22, abeautifulworld.co.uk), an anti-ageing treatment oil that nourishes stressed or dull locks, removes build up and residue left behind by other products while hydrating the hair shaft. It smell divine too.
Why the name? Yarok means ‘green’ in Hebrew.
How new is it? It launched in the UK in May this year.
I’d try… Feed Your Ends Leave-In Conditioner (£19), perfect for targeting ends that have seen too much colouring, styling, chemical treatments and sun, and it works as a fab de-tangler too.