Ingredients that deliver natural styling at its best

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 heavily influences the ingredient selection for the formulation. Despite the evolution of hair styling trends over the years and the vast choice of hair style offerings, one element of product development remains steady, producing products with various types of hold for all hair types and styles. The latest trend observations in skin care describe a ‘no makeup effect’ finish which keeps skin looking as natural as possible with foundations, moisturisers and powders.

This trend is growing and is influencing the hair care sector as well. The demand to keep hair in its natural condition and style is shaping the styling product offering we see today. As consumers look to preserve their personality and natural look, the choice to embellish already curly, kinky, wavy or straight hair is driving the development of styling products to support this naturalness. All hair textures need versatile styling products to keep them looking as healthy as possible. Easy application is a key benefit and will remain a main driver in the styling category when it comes to keeping hair in shape all day long during various types of activities. Successful styling products offer additional benefits for different hair textures and  conditions. Natural and ecological ingredients and formats are on trend, and further opportunities lie in making products more convenient for consumers.

Some might say that hair is our most valuable accessory; it reflects health and beauty with individual social and cultural significance. From a psychological view, it can define our day. The evolving beauty consumer is no longer defined by gender, ethnicity or age. In hair care, consumers seek products that perform, align to their values, and deliver a ‘good hair day’ every day. Science teaches us that hair is a complex biopolymer with behavioural responses to the environment, chemical treatments and heat styling. With advances in styling capabilities, in both products and tools, it is important to understand how ingredients, product applications, and styling tools interact with the hair fibre assembly to optimise the desired performance.