THE WHAT? Procter & Gamble has announced the launch of Head & Shoulders Bare, an anti-dandruff shampoo formulated with just nine ingredients.

THE DETAILS The formula was two years in development with more than 100 iterations, and is free from sulfates, silicones and dyes. Packaged in a recyclable bottle, the product is available in two variations: Pure Clean for oily hair and Soothing Hydration for dry scalps.

THE WHY? With consumers more conscious than ever about what they put on and in their bodies, Procter & Gamble is embracing the clean beauty trend to address shoppers’ concerns.

John Brownlee, P&G Senior Vice President, NA Hair Care, comments, “Millions of people suffer from dandruff, and many consumers are choosing minimalist products. After years of research and seven pending patents, we are excited to offer Head & Shoulders Bare. Consumers can feel confident in a minimal ingredient solution – formula and bottle – that gets the job done with the trusted & proven dandruff protection that makes Head & Shoulders the #1 Dermatologist recommended brand.”