It is no secret that the personal care industry is one of frequent change, largely due to shifts in consumer behaviour and trends; specifically, the hair styling market has evolved significantly in recent years. Gone are the days of elaborate styles, requiring hard holding products to lock in the look that took several hours to create. There is now a rise in taking a much more minimalistic approach to hair styling.
Consumers, especially Millennials, are aiming to achieve a more natural, ‘low key’ and effortless look, which creates a higher demand for more lightweight products. To add to this, the demand for ‘cleaner’ and more natural products is on the rise. Some of this is driven by regulations, such as VOCs, but it is largely due to consumers wanting more transparency from the brands they love. As a result, the hair styling market is faced with creating more products that promote a ‘natural’ look and feel that are also made from organic, natural ingredients. For formulators, this can be a challenge as, historically, the foundation of many hair products is based in the more traditional, hard hold systems. These systems conflict with the 'natural' styling trend both chemically as well as in functionality.
Material and methods
Amaze™ SP polymer (INCI: Sodium Polyitaconate) is a unique polymer produced through an eco-conscious process, for the hair styling market. To produce the polymer, a GMO-free feedstock is used which is then polymerised in water to yield the polymer; the whole process is operated near ambient conditions to drive the reaction while minimising the energy demand of the production.
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