Aequo was founded by Eric Favre, an important player in the realm of beauty and hair products for over 25 years. As a renowned expert in the field of natural molecules, Eric traveled the world and developed different ingredient ideas and scientific molecules that he had the goal of eventually using in beauty products. The primary objective of Aequo is to present products that promote beauty and youthfulness by utilizing natural ingredients. In Latin, Aequo means to flatten, smooth or unify, and Aequo's products demonstrate this idea by uniting natural, premium ingredients with a desire to help people enhance their natural beauty. Some of Aequo's most popular products are their Natural Permanent Hair Color Cremes, which are specifically designed for women who are looking for a health-conscious way to enhance their hair color. These hair coloring kits are formulated without dangerous chemicals like p-Phenylendiamine, parabens, resorcinol, ammonia and propylene glycol for only the safest, most effective forms of permanent natural hair coloring. An added bonus to these hair coloring kits is that they provide 100 percent gray coverage for brilliantly seamless hair hues. With their exclusive cosmetic and hair formulas, Aequo is the go-to for luxury, natural cosmetics and hair care products. [+]