Croda presents a novel biomimetic keratin peptide developed through advanced biotechnology that introduces a supplier-led innovation to the biomimetic bond building space. The active is engineered to specifically address molecular-level damage by facilitating the recharge of hair’s intrinsic keratin, thereby enhancing hair strength
A paradigm shift is reshaping the hair care landscape, as discerning consumers increasingly seek biomimetic and science-backed solutions that deliver impactful molecular-level improvements in hair health, going beyond mere cosmetic enhancements. This trend reflects the 'skinification of hair,' where consumers demand the same level of scientific efficacy and holistic care for their hair as they do for their skin.
This demand is particularly pronounced within the hair repair category, which has seen substantial growth, with the global bond builder market alone valued at an estimated $237m in 2023 and projected to reach $442m by 2030, reflecting a compound annual growth rate (CAGR) of 9.3%.1
This expansion is also being driven by the desire for self-expression, with more consumers actively engaging in frequent colour transformations, intensive chemical treatments, and regular heat styling—all of which compromise the intrinsic structural integrity of the hair fibre.
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