In a few weeks at a CVS or Walgreens near you, L’Oreal’s new EverPure shampoos, conditioners, and hair-styling products will hit the shelves in an attempt to boost the beauty conglomerate’s presence in the hair care market.

As the name suggests, the new line will be free of sulfates. Sulfates are detergent additives that cause a product to foam up, giving the impression of effectiveness, but they can be irritating to the skin and harmful to the environment. The EverCare line also uses “naturally derived surfactants” to cleanse your hair herbally.

Of course, it’s important not to be fooled by the marketing jargon. “Natural” doesn’t mean “organic,” or even “mild.” But it’s the first time that a mass brand has gone sulfate-free, says L’Oreal’s vice president of marketing Anne Talley:

The hair care category, indeed, could use a boost. But lackluster sales aren’t a result of the economy, said Talley, but are rather due to a lack of innovation.

“It’s not like in 2006, where there was a 7 percent increase because there was so much innovation,” said Talley, recalling that year saw Vive Pro and Herbal Essences relaunched and Unilever’s Sunsilk U.S. debut. “They broke the rules and shook up the market. This [sulfate-free] concept is new for mass, and I think the market needs some shaking up.”