This report explores emerging global trends in hair care ingredients that are linked to the impact of lifestyle, environmental and cultural identity factors on consumer preferences. Plant-derived and food-related ingredients and mild synthetics are progressively used to substitute harsh chemicals, while there is an increase in demand for anti-pollution and sunscreen ingredients and skin care-inspired compounds. Key areas of innovation with examples of products and ingredients are also presented.
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Consumers are paying increased attention to the labels of products as they search for specific ingredients. There is growing demand for natural and healthy ingredients such as vitamins and botanicals, while certain ingredients perceived as more “artificial”, such as parabens, triclosan, sulphates and silicones, are under the spotlight due to health and safety concerns.
With growing consumer focus on health and wellness as well as sustainability, going natural is a growing trend. The palette of natural ingredients that are considered as healthy and safe is widening, and manufacturers are increasingly using ingredients such as aloe, avocado, almond and coconut oil in hair care formulations.
Brands looking to meet consumer demands are marketing products that look delicious enough to eat, containing recognisable ingredients such as avocado or honey, as part of the daily hair care routine.
Clean label is moving beyond food products into the cosmetics and personal care market. Consumers are not able to fully understand complex ingredient names on product labels, and the more complex an ingredient name, the less healthy and safe it sounds. The use of fewer and more familiar ingredients that are easily recognised by consumers is becoming a key selling point within the healthy beauty trend.
Skin care-related claims including, anti-pollution, scalp care, nourishing and moisturising are increasingly landing in the hair care segment, resonating strongly with consumers worldwide.
The increasing purchasing power of multi-cultural consumers is driving demand for products and ingredients that address specific needs. Given the complexity of hair types and the varying needs and preferences of different ethnic groups, it is important to extend the range of existing products in order to meet demand.