ARETÉ, the latest entrant into the professional beauty industry, proudly unveils its new collection of consciously crafted hair color, care, treatments and styling products.

Developed with a commitment to sustainability, integrity and unparalleled quality, ARETÉ combines time-honored botanical traditions with modern-day innovation and ethics, and brings them to the forefront of the salon experience.

Mindfully crafted with meticulous attention to detail and product efficacy, ARETÉ's line encompasses a complete offering of professional hair color, lighteners, shampoos, conditioners, stylers, hair and scalp treatments. Alchemic Color, their 91-shade professional hair color line harnesses the power of Vinaplex-100, a new scalp and hair health complex derived from resveratrol and 100-year old Balsamic Vinegar from Modena, Italy.

Iconic to the ARETÉ line is their hair care and styling formulas that arrive sustainably packaged and protected in custom olive green glass and matte black aluminum. The collection boasts transportive, natural aromas, ethically-sourced plant butters and clean, high performance alternatives to questionable ingredients to reveal the next renaissance in hair care.

"When we set out to create ARETÉ, we were rooted in our belief that true luxury is being able to care for ourselves and our businesses without compromising the well-being of people, animals and the planet. Our name – ARETÉ is a classic philosophical concept meaning the pursuit of “excellence” in everything. It speaks to the heart of our mission promoting wellness through our dedication to excellent choices, ingredients and experiences," said Ashley Mooney, CEO of Simply Organic Beauty, the founding company and exclusive distributor of ARETÉ. "We are grateful to introduce ARETÉ to discerning salon professionals, offering them endless inspiration and education to elevate and transform themselves and their clients from the inside out.”