“Whether you have a head full of tight curls, loose waves, spirals, zig-zags, coils or a mix, it’s often a challenge to access the very specific care that different types of textured hair require. Thankfully, times are changing and brands are starting to bring these hair care needs mainstream. Currently, there are only a few ingredients available that can really perform the demanding job, not making it easy for brands to create formulations that consumers will believe in,” comments Lynna Pili, Segment Marketing Manager, Personal Care – North America. “There’s room for innovation and, using the combined benefits of our personal care ingredients, we can help formulators develop products that resonate with consumers to love their locks and stay on trend.”
“Each nature-derived ingredient is expressly chosen for its proven, recognized performance such as moisturizing or strengthening to overcome key challenges in this space. These include intrinsic low tensile strength, tendency for brittleness, and low water uptake of textured and curly hair,” explains Hima Sadavrati, Claims Substantiation Specialist, Personal Care – North America. “Also, as the trend grows for embracing the beauty of textured hair in its natural state, repair and cleansing benefits come to the fore to detox, detangle or reduce damage from heat and other harsh hair treatments.”