Consumers look for flexibility and want products, which cleanse, condition, style and take care of their hair. Improved manageability, shine, volume, hair repair properties, protection, humidity resistance and long-lasting effects are key elements for hair care and styling products. The hair styling category is ultimately driven by the need for personalisation, and style versatility is the number one criteria for today’s consumer. The styling market has an estimated value of $6.7bn for 2020, with the US as the largest market by far for sales, and China showing potential gains in coming years. Key benefits of ‘must have’ styling products are strong long-term hold in any kind of environment, shine, no build-up, flexible styling and combing, and being easy to remove. Products are presented in different formats such as sprays, gels or creams, but they all interact with the hair fibre assembly. For formulators, the choice of product type, claims and styling tools heavil
Ingredients that deliver natural styling at its best
The range of ingredients available to formulators looking to create natural styling products has grown considerably. Azelis discuss their choices for effective natural styling products.
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