L’Oréal Global Manager for Redken, Pureology and Mizani, Shane Wolf is celebrating the launch of a beauty brand he dreamt up and conceptualized, together with colleagues such as Brad Farrell, Vice President of Global Brand Marketing among others, and bought to being via the French beauty giant’s incubator, according to a report published by American Salon.

“We had a vision to create a brand with four core sessions: seed diversity, supporting American organic farmers, creating the most effective natural products we could possibly bring to the market and American sustainability,” Wolf told American Salon. “Over the past 100 years, 93 percent of seed varieties have been lost due to things like over-commercialization.”

The brand, named Seed Phytonutrients, comprises 16 products spanning the hair, skin and body care sectors and all featuring seed oils sourced from US organic farms. The brand has teamed up with Hudson Valley Seed Company to supply a packet of heirloom herb seeds in every bottle and the product packaging is made entirely from recycled paper bottles or glass.