The past years have seen a global shift towards social purpose and inclusion: the explosion of the #BodyPositive in 2018 on social networks, the evolution of genderlessness driven by millennials, and all the last inclusive movements towards women and all various communities … The pandemic has increased the desire to connect with themselves and to advocate self-acceptance.
The hair market is no exception to this trend. It is estimated that in 2 years, the desire for function and benefit driven hair care will lead to an increase in the specialization of hair products towards more targeted solutions. Consumers will be looking to express themselves more.
Assume your curl!
Over 65% of the world's population has curly to frizzy hair1. We are seeing a rise of curls celebration following the trend of natural hair styles, which means consumers are looking for more tips and products to promote the multidimensional beauty of curly hair, highlighting its elastic texture. More and more people are embracing their natural hair, as for many of them, hair plays a big role when it comes to their self-esteem.
The evolution of the curly or frizzy hair discourse is still in progress and consumers expect brands to support different hair types. Brands will need to understand the diverse needs of consumers and take into account that there is no standard hair texture. Styling products, in particular, will become more important as consumers seek to experiment with their appearance and gain confidence by wearing bolder hairstyles that reflect their culture and personality.
To have beautiful curls, consumers need products to help them control the volume of their curls and avoid the famous frizz effect. At Seppic, we offer complementary products for curly to frizzy hair formulas.
Recently, the Seppic innovation team developed a new emollient to offer a sustainable alternative to viscous silicone oils. Thanks to its film forming effect, EMOGREEN™ HP40 (C15-19 Alkanes - Hydrogenated Polyfarnesene) provides better volume control & anti-frizz effect than silicone oils like Cyclopentasiloxane/Dimethiconol. Regarding polymers, we’ve tested an illustrative formula (EU07579 Serum base) containing SIMULQUAT™ HC 305, a cold process cationic texturizer. The formula shows a better frizz & volume control on natural Brazilian hair tresses than the Silicone Based Benchmark claiming “instant control of unruly hair”.
Frizz Free & Volume Control on Natural Brazilian hair tresses, in vitro tested conditions - 50% humidity / 20°c. Benchmark (Silicone Based Benchmark claiming “instant control”) vs our formula EU07579.
Hair care, just for me!
51% of German women who buy the hair care/styling products they use say they would be interested in hair care/styling products that are formulated specifically for their hair type2. Even today, and despite the growing expertise of consumers, it is sometimes complicated to find the right hair routine for your hair and scalp type. To help consumers, more and more devices linked to artificial intelligence are appearing on the market and provide insights rooted in data. In the age of digital and personalization, consumers are eager to use these technologies to find the right products for their needs at any time of the year.
Customisable hair care is a niche now, but consumers' interest in custom formulas suitable for their hair types will help this category flourish. The future of hair care linked to up-to-date technologies will explore customized solutions.
Seppic took up the challenge and offers an inspiring hair care kit to answer the needs of today’s hair care consumers. Seppic hair kit “Hair invader” focuses on the hair fiber care and contains a mask, a serum and an oil. They have all been formulated using a cold-process to reduce the environmental impact of the manufacturing step.
The hair mask base and the hair serum base are robust & performant bases to adapt to mass customisation & custom made care. They can be customized with various active ingredients to create different product applications or answer specific hair or scalp needs.
Example of our illustrative formula bases customization - “Hair invader” collection.
Answering to everyone.
We also see a more inclusive future ahead with products dedicated to seniors and children.
Mature hair has specific needs as it thins, grays, lacks shine and eventually falls out. Much of the talk is about reducing gray hair, stimulating growth and preventing hair loss. But there are also more and more positive messages about embracing your age!
Children's hair has never been considered very demanding and in need of more than a simple shampoo and sometimes a detangling product. However, many companies are focusing on this segment and are now rethinking the needs.
PROTEOL™ OAT PF is a gentle anionic surfactant inspired by the aminogram characteristic of oat, it offers an unctuous, abundant foam without any drying effect. With a minimal delipidation, it’s suitable for gentle hair care shampoo for senior and children sensitive scalp.
Hair care brands are embracing inclusivity by celebrating a variety of hair types, ages and gender identities as consumers are more likely to choose product lines that celebrate their Identity. Consumers are looking to level-up self-expression because of a better self-acceptance, and hair care challenge in the next few years will be to answer to all this specific needs with more and more customized products.