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HEALTHY, NATURAL Hair coloring

The active plant-based ingredients and the pH of the colorant cream help to open the external cuticle layer of the hair naturally. Next, the natural color of the hair is removed, and micro-pigments penetrate the deepest layers of the hair with the new color. Finally, the cuticle returns to its original position, trapping the colorants inside the hair to ensure that the new color won't fade away.

From its humble start as a home-based operation, Boice moved ITR's warehouse and offices into a rural Agway building. Having renovated and wired the space hands-on, Boice truly has grown the business from the ground up.

Naturtint has garnered the number-one market share position within the health food segment with such leading retailers as Whole Foods, Vitamin Shoppe, and Sprout's Farmers Market. Boice is now also promoting the product into the beauty/fashion markets.

In October 2011, ITR transitioned into a new 24,000-square-foot warehouse and distribution center, centrally located and positioned to ship anywhere in the country. The company also plans to continue to expand the Naturtint line.