Consumers are turning to hair wellness to close hair cuticles and beyond

For a while now, natural ingredients have been part of hair treatments, from products to close hair cuticles to those preventing hair loss. Perhaps the most prominent among the benefits of their use is that it addresses many consumers’ growing concern about hair protection. 

Across many industries and societies, women are educating themselves about hair care and seeking to minimize hair damage by eliminating the use of products that contain heavy chemicals. In other words, consumers are demanding new approaches to hair treatments, using natural products and taking sustainability and environmental issues into account. In fact, according to a report by TechNavio, demand is increasing for new and innovative hair care products and consumers are willing to pay more for them. 

This widespread trend has led most cosmetic and hair care brands to respond by adding natural extracts to their products, joining a wellness and eco-friendly movement that is more than a passing fad. 

The hair wellness and sustainability movement

Stats show that health-focused choices are at the heart of many global consumers’ purchasing decisions. These figures also prove that the wellness movement is true across many cultures:

• A majority of African-American hair care consumers say that living a natural lifestyle is a top priority for them.
• In China, 45% of consumers say that a healthy lifestyle is the most important thing in life.
• In the UK, 79% of consumers say that making healthy choices helps them feel good.

While the wellness movement has been traditionally associated with diets and exercise, it has now expanded into other areas including hair washing, conditioning, and care routines. This is because hair is not only important when it comes to first impressions but, in fact, also a huge factor in building self-esteem. According to a 2009 study, 56% of European women feel more attractive and confident when they present healthy and shiny hair. 

The use of dyes, hair dryers or straighteners is now widespread, while environmental issues like extreme weather have become another cause for hair damage. Increasingly, consumers are aware of the extent of damage that these different factors are causing to hair, including loss of fiber integrity and structure. Thus, more and more people are becoming aware of how these processes are the reason behind rough, weak and dull hair and want to take action to avoid it. 

Furthermore, this desire for a natural, healthy lifestyle is driving consumers towards products that provide hair care treatments by using natural, organic ingredients. In fact, a report by Grand View Research predicted that the global market for plant-based cosmetics will be worth $20.8 billion by 2025.

Keramare: The sustainable solution to close hair cuticles and restore hair health 

Keramare is an active ingredient specifically designed to repair and restore the natural conditions of healthy hair. This ingredient works from the inside to restore hair fibers’ integrity which may have been damaged. Its action is reflected on the outside, improving hair appearance by boosting its moisture and smoothness.

Keramare has become the perfect solution for the hair wellness movement, and more specifically for those looking to close hair cuticles and improving hair keratin. It’s a marine active ingredient, its main element being Cystoseira, a perennial algae whose chemical composition is perfect for anti-aging, anti-inflammatory and hair application processes. 

To ensure Keramare maximizes these effects, it is presented in a controlled-release tridimensional hydrocolloid matrix that allows it to remain on the hair surface long enough. 

Through rigorous scientific testing, Keramare has proved to improve appearance, touch, shine, and hydration on samples of damaged hair (such as bleached hair). This natural ingredient was able to enhance appearance and hair health by: 

• Restructuring keratin fibers.
• Improving the integrity of the ortho-cortex. As a result, hair will be more resistant to harmful factors.
• Protecting hair against thermal treatments (including hairdryers and straighteners).
• Improving the sensory and physical characteristics of hair, increasing brightness significantly.
• Restoring the natural appearance of hair, as it repairs the harmful effects of chemical treatments such as bleaching.

Being plant-based and ethically sourced, Keramare provides the perfect solution to those brands looking to implement sustainable, eco-friendly hair care ingredients and treatments.