ABSTRACT
Ashland’s styleze™es-dura ingredient (INCI: Guar Hydroxypropyltrimonium Chloride) is a plant-based styling agent with conditioning properties, offering leading-edge performance and sustainability. This novel ingredient delivers outstanding all-weather style durability with a salon- and consumerproven sensorial experience. It brings a uniquely strong sustainability profile, which enables naturally-derived, biodegradable,1 vegan, and clean INCI claims in finished formulations. The ingredient is highly versatile, giving formulators the flexibility to create both modern and traditional hair care products for flawless styles and curl definition, a natural look and feel, and excellent style durability in any weather.
Performance hair styling has traditionally been based on synthetic technologies, but as consumers and regulators push for ever greater environmental and social responsibility, many of these high performing technologies are facing close
