Available only at Tesco and launched by a session stylist who includes many celebrities among her clients, the natural and organic selection of shampoos, conditioners, serum, shiner and gel are proving a massive hit with stars and shoppers alike. In fact, we can't ever remember seeing such an enthusiastic response from the world of showbiz to a product range before.
Demi Moore says she loves the smell, the feel, the texture and the simplicity. Anna Friel's a fan of the Base Coat Serum, £4.99, which she says makes her curly hair feel "lovely and soft" – as does Neve Campbell. And June Sarpong agrees, saying, "Tara's serum is perfect for all types of hair, take it from someone who knows! Keeping my afro hair tame is no mean feat."
Natalie Imbruglia's a fan, too. “Base Coat Serum is my must-have hair product, especially now I've gone blonde," says the actress and singer. "It leaves my hair feeling really soft and healthy, and has boosted its shine brilliantly. It's important to me to use eco-friendly products so the fact that it's been so lovingly developed and isn't tested on animals is fantastic.”
Yasmin le Bon, meanwhile, is giving her vote to Big Baby Shampoo and Conditioner, £4.99 each. "They get my hair squeaky clean," she says. "I alternate with Feed The Root Shampoo and Conditioner (also £4.99 each) for an extra hit of gloss and vitamins."
But for Lisa Bilton it's the little extras that seal the deal. "I love the label which you can plant and grow wild flowers with – really nice touch," she enthuses. Embedded with seeds, you just have to dissolve the paper and stick the pieces in a pot to continue the good work.