Healthy hair speaks volumes about each individual’s personality. While the industry has had no shortage of output in recent years to address hair wellness, consumers are willing to listen to new ideas to achieve it. According to TechNavio, a growth of over 3% is expected for the hair care market, for which consumers are willing to pay more for new and innovative hair products. At the same time, this growth coexists with a global trend in which consumers are demanding sustainable, natural ingredients to be used in hair color oxidation treatments. As an answer, products that prevent hair color oxidation have been developed that use organic and ethically-sourced ingredients.
What consumers are demanding from the beauty industry
More than ever, today’s consumers are basing their purchase decisions on finding a brand that shares their own ideals and values. This is particularly true in the case of people who wish to achieve an ethical and eco-friendly lifestyle. Thus, the beauty and hair care industry is facing new challenges to meet such demands, which can be summarized in two trends:
- Treatments that include natural, ethically-sourced ingredients are leading the market. Consumers are pressing brands into using sustainable and natural ingredients. According to Grand View Research, in 2019 “rising awareness pertaining to the depletion of natural resources…is expected to drive the demand for eco-friendly solutions from leading manufacturers.”
- Consumers are looking for authentic and transparent brands, as shown by recent surveys that claim 44% of US millennials say that following environmentally friendly practices is one of the best ways for a brand or company to show that it represents their personal values.
- These findings go hand in hand with a survey published by SWK Technologies, which confirmed that consumers are demanding transparency from brands, regarding how their products are made and what types of ingredients are used.
Brands must face these challenges and respond in different ways: from experimenting with new minimal and sustainable packaging to applying transparency policies in their manufacturing processes. Beauty companies must also incorporate these benefits into their narrative, in order to match their clients’ aspirations and wishes.
Using organic and natural products is yet another possible solution to these needs. However, these ingredients must also be ethically sourced, so that companies don’t contribute their share to the depletion of natural resources.
Kerarice, the natural and sustainable answer for hair color oxidation
Many hair care companies, including both multinational and indie brands, are providing answers to the new sustainability paradigm. In fact, by August 2019, 45% of the top 10 hair care ingredient claims worldwide included some reference to natural ingredients. Regarding hair color oxidation, Kerarice is considered one of the most effective treatments, which at the same time adheres to the highest and most rigorous sustainability standards. This cosmetic active ingredient has been specifically designed to protect hair fibers from the oxidative damage generated by sun radiation.
A study conducted by Nogueira and Joekes (2004) evaluated the effects of ultraviolet radiation and visible light on different types of hair and found that both UVB radiation and UVA radiation are the main responsible for the loss of hair proteins and changes in coloration. This data is particularly worrying since global warming is expected to provoke extreme weather, including more violent UVB radiation.
Kerarice provides an efficient treatment to this aggression, while also playing its part in generating a more sustainable beauty industry. This active ingredient is obtained from Oryza sativa L, a rice variety whose composition makes perfect to fight hair color oxidation.
In fact, Kerarice is rich in rice protein that, when applied to hair, can perform a repairing action for hair fibers from the inside, as well as forming ionic bonds or hydrogen bonds with the hair and, therefore, acting as a repairing agent for hair cuticles.
Backed by in vivo tests, Kerarice is able to:
- Prevent hair protein degradation.
- Strengthen hair and minimize hair rupture.
- Protect hair fiber essential amino acids, such as tryptophan, against the aggression caused by radiation.
- Protect hair fibers from solar aggression, decreasing the levels of peroxidized lipids.
- Recover hair brightness, diminished by solar radiation.
- Reduce color variation caused by UVB rays.
The use of rice for cosmetic purposes has been problematic in the past regarding its sustainability, but Provital has worked in order to make sure this isn’t the case with the company’s ingredients.
When it’s time to consider ethical and sustainable issues, companies must take into account that half of the world’s population uses rice as the basic ingredient for their diet. Thus, employing this ingredient for non-feeding purposes can potentially interfere with and endanger their lifestyles: as the demand for rice grows, so does its price. In order to ensure the highest sustainability and ethical standards are applied, Provital makes Kerarice by using the waste products resulting from refining the grains of this species of rice. This becomes a sustainable practice as it doesn’t interfere with rice’s dietary use, while also contributing to the circular economy.