Hair care product consumers have always demanded convenient treatments that make their hair look great. But a shift has happened in recent years: more and more, users are demanding both natural ingredients and natural-looking hair. This outlook has become part of a sustainable wellness movement that is increasingly driving demand: according to a 2019 CGS survey, nearly 70% of respondents said that sustainability is important to them when making a purchase. Chamomile hair lightening stands out as the natural solution to dyeing, lightening hair color in a progressive and organic way.
These new consumer trends and sensibilities present an immense opportunity for the beauty industry, as figures show the hair care industry is booming: TechNavio data anticipates a 3% growth in the size of the global hair care market up to 2023, while revenue from the sale of hair products on the US market is expected to reach $13 billion by 2022. However, only brands that adapt to new consumer demands and sensibilities regarding inclusivity, sustainability and a natural approach will remain relevant.
Why it’s the time to jump on the natural and wellness bandwagon
As an answer to consumer demands, moisturizing and botanical/herbal solutions are becoming mainstream in the hair care industry. In fact, there are at least four trends and facts that confirm the natural and wellness approach is the way to advance:
1. Both big and indie hair care brands are opting for natural ingredients. By August 2019, 45% of the top 10 hair care ingredient claims worldwide included some reference to natural ingredients.
2. Botanical and herbal solutions have proven to be the most popular ingredient claims for hair care products in Indonesia, a traditionally Muslim country. This demonstrates that many different consumer profiles are opting for natural formulas, and both women with covered and uncovered heads are requesting beautiful and healthy hair. In this context, brands must adopt inclusivity policies that take into account and appreciate all these profiles.
3. The hair care industry is now approaching the use of ingredients that are commonly found in facial skin care products. This includes the use of essential oils, derived from many types of plants and common not only on skin applications but also across a number of products including natural and alternative medicine. According to numbers published by Statista, the market value of essential oils worldwide is growing to about $27 billion by 2022.
4. Vegan trends have become mainstream, with many consumers looking for solutions of this type. Plant-based and cruelty-free products are appealing to health-conscious consumers across many demographics.
Combining these facts with the rise of eCommerce, hair care brands have an opportunity to grab consumers’ attention and build relevance in a new space in the market.
Chamomile hair lightening: A natural and healthy solution
Chamomilla recutita, native to Europe, has been used within natural traditional medicine for centuries as a diuretic, antispasmodic, digestive (eupeptic and antiflatulent), anti-inflammatory, antiseptic, ocular decongestant and emmenagogue. The herb has also long proved effective for many cosmetic applications, in relation to their composition, in which flavonoids, coumarins, and essential oils are found. Thus, it’s been used in treatments for sensitive and/or irritated skin, as an antimicrobial activity or for wound healing.
At the same time, chamomile has become the natural alternative to hair dyeing thanks to its lightening properties. Research by Matkar NM. (2000) confirmed that at least 5% of chamomile or an equivalent amount of extract produces a brightening and lightening effect on hair.
Meanwhile, a report by the European Council named ‘Plant Preparations Used as Ingredients of Cosmetic Products’ (1994) highlighted the following benefits of using chamomile hair lightening:
- Soothing, anti-itching, refreshing, purifying, hair bleaching
- Other possible effects included anti-irritant and antiseptic
Thus, alongside with henna, chamomile has become a very popular natural alternative for hair lightening that has the potential to dominate a market in which sustainability and natural ingredients are being demanded.
While the most common and well-known applications of this herb have been shampoos or conditioners, there’s room for innovation in formulas. For instance, many brands have approached new product development by making the most of the multiple benefits of this herb, offering shampoos for sensitive scalp that also make the most out of chamomile’s hair lightening properties.