PHYTOHISTORY: The History Of Phyto

Introduction

In 2001 HairBoutique.com was honored to be able to add the complete Phyto (fee-toe) line of fabulous product to our online HairBoutique.com store. This article covers the history of this great line.

The History

What is French and chic and on the heads of some of the most distinguished and famous people around?

No it is not a new hat or an avant-garde accessory! It is Phyto.

Why are they known as PHYTO? Because PHYTO means "plant" in Greek. Therefore Phyto haircare products use the most effective active ingredients available in the plant world to maintain healthy-looking hair and reveal the hair's natural beauty.

PHYTO (fee-toe) was founded in 1969 by Patrick Ales, who recognized a necessity for simple, hair care products that would not only beautify the hair but also treat its particular needs.

Initially formulating his products in his garage, he became an innovator in the field of botanical hair care and today is considered one of the pioneers.

The use of natural ingredients in cosmetics is widely accepted and even expected. However, PHYTO can positively distinguish itself from other companies due to the extremely high concentration of botanical extract in its formulas (i.e. up to 65% in Panama shampoo while most "natural" products on the market contain less than 10% in their formulas).

Editorially, PHYTO is constantly featured and lauded by beauty editors of major magazines as the leading hair care line in terms of quality and effectiveness. Both celebrities and celebrity hairstylists have endorsed the line unequivocally and all the acclaim bestowed transcends to the general public. Its reputation and image are also strongly supported by a national advertising campaign.

The line offers a complete range of products including shampoos, treatments, conditioners, and styling aids specifically adapted to hair type and texture to obtain and maintain beautiful healthy hair.

PHYTO endorses the following company edicts:

• ultra selective distribution in the finest specialty stores
• products tailored to individual needs for specific hair types: lifeless, thinning, dry, very dry, colored, etc.,
• continuous clinical and scientific testing to develop effective lasting remedies for specific hair care problems
• research solely based on plants that remains immune to marketing pressures
• extraction process of active botanical principles developed and refined for over thirty years
• recyclable containers and packaging giving an environmental edge, biodegradable product ingredients and minimal usages of preservatives.

Patrick Ales still owns a prestigious salon located on Avenue Franklin Roosevelt, parallel to Avenue Montaigne. His clientele has been loyal to him for over twenty-five years and is comprised of famous actors and well-known personalities. (Romain, Style Director of the salon, is in constant demand for couture shows and editorial shoots).

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- Revised Date: 02/19/10

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