Your Local Drugstore Is Getting A Chic New Beauty Brand

Unilever, the parent company behind some of our drugstore beauty favorites such as TRESemmé and St. Ives, has just introduced a brand-new line for the first time in decades—and, let us tell you, it’s something to be excited about.

Meet ApotheCARE Essentials, an apothecary-inspired line of hair and body care products that are not only potent and effective but maintain the approachable price point the beauty family is known for.

It’s undeniable that the natural beauty "trend" isn’t going anywhere anytime soon, with efforts made by an increasing number of big labels to use cleaner, more ethical, and sustainable ingredients. Call this Unilever’s response to the movement.

According to a press release from the brand, “ApotheCARE Essentials creates a modern, ‘Neo-Apothecary’ product line inspired by natural ingredients and experience through a proven, scientific approach to delivery optimized beauty solutions.” The products use botanical-derived ingredients and omit many of the questionable ones (sulfates, parabens, and dyes) that tend to be more commonly found in affordable drugstore products.

The collection is split into four groups, differentiated by scent: geranium, vanilla, jasmine, and lavender. Each group contains a shampoo and conditioner (with category-specific qualities, such as color protection or volume boosting) and a body wash; a small range of styling products and treatments—from dry shampoos to deep conditioning masks—appear throughout.

The brand also tapped the talented Teddi Cranford, founder of downtown Manhattan salon White Rose Collective, as its lead stylist. I personally had the chance to test out a handful of the products last month when I met with Cranford for a blowout, and I can assure you that they not only smell incredible, but the results prove that you don't need more than $10.99 to $12.99 to achieve great hair.

ApotheCARE Essentials launched today and will begin to roll out in CVS and Meijer stores this month. The products will also be available online and in additional stores starting January. Take a closer look at the full product line, below.

ApotheCARE Essentials, The Booster Shampoo and Conditioner, The Restorer In-Shower Oil (Geranium)

ApotheCARE Essentials, The Booster Dry Shampoo (Geranium)

ApotheCARE Essentials, The Colorist Shampoo and Conditioner (Lavender)

ApotheCARE Essentials, The Colorist Deep Nourishing Mask (Lavender)

ApotheCARE Essentials, The Soother Body Wash (Lavender)

ApotheCARE Essentials, The Replenisher Shampoo and Conditioner (Vanilla)

ApotheCARE Essentials, The Replenisher Cleansing Conditioner (Vanilla)

ApotheCARE Essentials, The Nourisher Body Wash (Vanilla)

ApotheCARE Essentials, The Mender Shampoo and Conditioner (Jasmine)

ApotheCARE Essentials, The Mender Oil (Jasmine)

ApotheCARE Essentials, The Rejuvenator Body Wash and Face And Body Bar (Jasmine)