French beauty giant L’Oréal has announced the launch of an all-vegan hair dye product, Botanea.

Announced in Paris this week, the product offers consumers a fully plant-based dye and will launch into the L’Oréal’s professional-products division. Aiming to capitalize on the growing consumer desire for a greener lifestyle, L’Oréal is said to be looking to the new product to boost its professional products channel, which has been one of the lower performing arms of the company.

Heralding the product a breakthrough thanks to its color diversity and intensity, Marion Brunet, Head of the L’Oréal Professional brand, said at the launch, “We’ve managed to marry naturalness with a professional result without compromising on either point.”

Launching into European salons in May, 2018, the Botanea formulation is sourced from three plants found in India.