At the same time, most consumers are exploring natural and organic alternatives in hair care ranging from shampoo to hair styling products. According to Mintel Group Ltd., 37% of consumers purchased more natural and organic personal care (NOPC) products in 2016 than the previous year. Mintel also reported that 42% of these consumers believe these NOPC products are more suitable for the environment while providing more sustainable benefits without a reduction in sensory performance.1
While consumer demand is rapidly changing that situation, the growth of NOPC products has been less prolific in hair styling compared with other hair product segments. Dow scientists focused a great deal of attention on corn starch as a possible solution. Dow’s newly launched corn-based product – MaizeCare™ Style Polymer – provides natural hair styling benefits while also meeting consumers’ expectations in both performance and sustainability.