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Kate Hudson has teamed up with hairdresser David Babaii to launch a new line of cruelty free, environmentally friendly hair care products, with 10% of the profits going to the wildlife charity WildAid.

“I’ve been asked to do a lot of campaigns in the past and this feels like the perfect fit for me,” said Hudson. “And the fact that we can do it in an ecologically responsible and animal-friendly manner that can help preserve wildlife is what makes this truly special.”

Hudson, who spent two years developing the line, decided to create the WildAid range partly out of a concern for the chemicals contained in some hair products.

“All these things we use to penetrate the scalp and our skin – some of them are the worst things we can put on our body,” she told USA Today. “There are a lot of carcinogens.”

The WildAid products are 100% free of sulfates, parabens, petrochemicals and animal products.

“It’s very difficult to make a purely organic product that can pass the sustainability test and that can have a shelf life, but we came up with our shampoos, and we did it. It lathers, it works. I use it, and it doesn’t have all the bad stuff in it.”

The success of the WildAid brand has even prompted Hudson to take on a bigger task – her own line of natural cosmetics.

“I can understand why a lot of people don’t do it. It takes a little more money and more time. I’ve had opportunities to do beauty campaigns, and I’ve always thought, ’I’m not a model.’ I just felt I was endorsing a product I didn’t know anything about or love — that felt weird to me.”

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