Natural discipline for hair

Also, different beauty standards are reflected in different times, and now (everyone knows) we are in the era of straight hair. In recent years, globalisation and social media has influenced consumers’ needs; we are now closer and access the same information. This has meant that ‘social models’ have become universal and shared, making a trend global.

The trend for straighter hair

African and afro ethnic women are in a constant struggle with curls and European women need to discipline hair for a sober appearance in these tangled times. Sociological research has showed that Western countries are responding to economic recession and future uncertainty by making more sober and straight choices: micro happiness moments, a sober look, simpler style of life, removal of excesses. This is why straightening products and salon treatments have enjoyed incredible success in recent years, moving away recently from formaldehyde-based products, which have been a problem both for professionals and clients. Cosmetic chemists are now in search of a ‘magic’ ingredient for straightening hair properly, in a natural and non-aggressive way. Sinerga has developed its latest ‘application’ for hair styling, Hair App, an innovative treatment based on amino acids, to straighten hair in a natural, nonaggressive and non-damaging way to both the hair and the health of users. In fact, the straightening products used in professional salons, which have boomed in recent years, have been strongly opposed to the presence of toxic ingredients (formaldehyde), as they are potentially harmful to both employees and customers. Hair App (INCI name: Lysine Carboxymethyl Cysteinate) is a combination of amino acids present in the composition of the keratin of the hair. The characteristics and chemical-physical properties of Hair App are shown in Table 1.