46 HAIR STYLING
Hydrolysed corn starch for natural hair styling
Sam Costanzo, Kinjal Joshi, Gislene Attilio Meyer - Dow Personal Care
Hair care consumers today are increasingly focused on selecting products that contain natural ingredients without sacrificing performance. In the hair styling segment specifically, social media influencers are encouraging consumers to think about creative approaches to hair styling. Today’s younger generations see hair styling as a way to express their individuality. According to search data from Pinterest, interest in natural hair textures has grown significantly in recent years. During the period from October 2019 to September 2021, searches for short natural hairstyles jumped by 185%, high puff styles grew by 165%, natural hair bun styles grew by 160%, and space bun natural hair grew by 100%.1 Although hair styling and natural
ingredients are growing trends in the hair care market, bringing these two trends together has received less attention. The development of natural hair styling formulas lags behind other product categories in the hair care market (Figure 2). Synthetic polymers such as
polyvinylpyrrolidone (PVP) continue to be among the most commonly used fixatives in the hair styling market. Attempts to introduce natural-based hair fixatives have often struggled with matching either the performance or optical clarity of synthetic materials. While it is not directly related to product performance, optical clarity is not a property to be overlooked. Many hair gels sold in the market today are clear, and future product launches will likely be held to the same standard. In addition to product performance,
consumers are becoming increasingly focused UK Brazil USA
on the concept of clean beauty. Clean beauty has been described as having four main pillars: 1) removing unnecessary ingredients; 2) focusing on the user and environmental safety; 3) thoughtfully designing products with the sustainability of the source and the ethics of the supply chain in mind; and 4) transparency in labeling.6 Retailer driven certification programs such
as Clean at Sephora and Conscious Beauty at Ulta Beauty have provided even greater momentum to the clean beauty movement. Simple formulations with easy-to-read ingredients that are safe for the environment (e.g. biodegradable) is where the market is headed.
China 51% 43% 39% 47%
of female hair styling product
users think it's most important that their hair styling routine is natural
of haircare product users would be
motivated to buy a haircare product with natural ingredients
of haircare product users show
interest in clean haircare products
of consumers are willing to spend more on a beauty or grooming
product that is
environmentally friendly
Figure 1: Global consumer preferences for natural hair care products 2,3,4 PERSONAL CARE June 2022
80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0%
Based on the lack of natural hair styling
polymers that address the performance needs and clean beauty expectations of today’s consumers, there is certainly room for more growth and innovation in the natural hair styling market. To address this need, Dow Personal Care has developed a natural hair styling ingredient called MaizeCare™ Clarity Polymer (INCI: Hydrolysed Corn Starch). MaizeCare Clarity Polymer is a bio-based,
biodegradable, 100% natural origin (ISO 16128) hair styling polymer obtained from non-GMO corn starch with excellent clarity in water-based formulas. MaizeCare Clarity Polymer will hereafter be referred to as Hydrolysed Corn Starch, or HCS. However, it is
72.3% 47.6% 39.9% 71.4% 75.6%
Hair Colourants
Treatment
Hair
Styling
Hair
Shampoo
Conditioner Figure 2: Hair care product launches in 2021 making natural ingredient claims5
www.personalcaremagazine.com
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88
