An exclusive blend of antioxidant rich coconut oil along with lush keratin proteins to strengthen and soften the hair, while avocado oil and cocoa butter smooth the cuticle for straight, strong tresses, adding a brilliant glow and luminescent shine. OGX: Beauty pure and simple. Formerly Organix beauty pure and simple. Why you want it: This rich formula of Brazilian coconut oil and keratin proteins seal and protect your hair from thermal heat styling. Not tested on animals. beautypureandsimple.com. Reduce, reuse, recycle. Made in USA.