Naturtint USA Team

Why We Are Here

We believe a better world is possible.

Our mission has always been to inspire, educate, and empower our community so that together we can make the world a better place. We envision a world where basic needs are met and everyone achieves their full potential. We know this is possible one day, one action, and one relationship at a time.

Naturtint USA Cares:

About our customers,
the environment,
animals and their rights,
what we put into and onto our bodies,
and the quality of our products.

Who We Are

We are a team—a diverse group of talented and supportive professionals who strive to empower each other and our community.

We are accessible—here to educate our customers with personalized service that meets their needs, answers their questions, and helps them look and feel beautiful with gorgeous healthy hair.

We collaborate with kindness and respect so that every voice is heard and the quality of our products is never compromised.

We value our loyal customers, one another, and the creative ideas we bring into the world.

We stand behind the quality and integrity of our plant-enriched products.

Our History

Tenacity. Grit. Courage.

Brenda’s grandmother working at a hair salon in the 1940s. You might say our family has “roots” in the hair care industry!

As a young, single mother working hard in a rural Southern Oregon community to support her two small children, Brenda knew she had to make a change if she wanted a better life. So she packed up and drove across the country, eventually landing in upstate New York.

An entrepreneurial spirit, a health-centered mindset, and curiosity about international trade led Brenda to Europe, in a quest to find innovative products to import and sell to conscious consumers in the United States. Brenda set out to find a product that would help her build a business that could support her family without compromising her values. When she found a product she believed in, Brenda returned to New York and got busy establishing International Trade Routes of NY, Inc. (ITR). With courage and determination, a new life and a family business were born.

When the first cargo container of Phergal’s brand, Naturtint—an innovative new permanent hair color line—arrived, a huge semi-truck backed down her tiny driveway. Brenda and the kids unloaded boxes into the basement with excitement and anticipation. With the baby on her hip and the phone cradled to her shoulder, Brenda built her business from the kitchen table. With her young daughter Ashley watching her every move, a tenacious 26-year-old woman slowly but surely realized a dream of financial independence and a better life for her children.

As her company grew, Brenda’s DIY spirit propelled the business through its next stage of growth. She purchased and restored an old Purina Chow warehouse. Before long, Ashley was old enough to answer phones and drive pallet jacks through the warehouse. She soon went on to become the warehouse and operations manager.

With the purchase of a larger facility, Brenda rolled up her sleeves for yet another remodel, this time to their current location in Glenmont, New York. Meanwhile, Ashley made her way back to Southern Oregon to start a family of her own, while developing a strategy for taking Naturtint USA to the next level, in the very place where it all began.

Determined to raise her children in Cave Junction, the small town in Oregon where her family had lived for generations, Ashley followed in her mother’s footsteps. She set to work, building Naturtint USA’s current customer service and marketing team, with a dream to revitalize the economic sustainability of the community she loved. Today Naturtint USA proudly supports local food banks and provides family-friendly career opportunities for local residents. While Ashley holds down the fort in Southern Oregon, Brenda continues to oversee the distribution team in New York, fulfilling Phergal’s mission—helping people feel confident, healthy, and beautiful by creating innovative beauty products made from a high percentage of quality natural and organic ingredients. Their worldwide team of exclusive distributors, including all of us at Naturtint USA, help make this possible.

We are a united force of empowered professionals connected by our inclusion of diverse cultures, our motivated work ethic, and our passion for helping people discover healthier beauty and lifestyle choices.

It all began in the spring of 1998 when Brenda Boice was traveling Europe in search of innovative products to import and sell within the U.S. Health Food Industry. As a single mother, Brenda and her two small children picked up and moved from Williams, Oregon to Niverville, New York where she established International Trade Routes of NY Inc. (ITR). When the first cargo container of Naturtint arrived about a year later, the semi-truck backed down a tiny driveway of a 250-year-old Queen Anne Victorian home, where Brenda unloaded boxes into her basement. From there, orders were packed, weighed in the kitchen, and shipped directly to stores and customers.

As the company grew, Brenda purchased an old Purina Chow warehouse and restored it herself through a lot of DIY and hard work. It wasn’t long before Brenda’s daughter Ashley was answering phones and driving pallet jacks through the warehouse, becoming Chief Experience Officer in 2015. Brenda secured placement for Naturtint with United Natural Foods (UNFI), eventually leading to a relocation to a larger facility in Glenmont, New York, where Brenda once again rolled up her sleeves and remodeled the current location of ITR.

Brenda’s grandmother working at a hair salon in the 1940s. You might say our family has “roots” in the hair care industry!


To inspire, educate, and empower our community so that together we can make the world a better place.




We envision a world where people have their basic needs met and are able to achieve their full potential. Through dedication, education, integrity, and community involvement, we can achieve our vision one day, action, and relationship at a time.


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