Spreading Clean Beauty

The right hair strengthening treatment for an inclusive beauty industry

More and more, personal transformations rely on surprising hairstyle changes, while drying, dyeing or straightening hair weakens hair fibers. Consumers are thus demanding products that will help their hair look healthy and glowing. On top of this, current trends through different markets confirm that consumers prefer eco-conscious companies. They are looking for accountable brands that follow environmental policies and also offer a wider perspective on hair care, linking it to the broad wellness movement.  

Several surveys demonstrate this shift in demand, including a report by Mordor Intelligence that confirmed the organic and natural hair care market has been on the rise since 2014. If anything, this indicates that brands need to change their narrative in order to connect with these new sensibilities. With the size of the global hair care market expected to grow by over 3% up to 2023 (TechNavio, 2020), companies must take decisive steps towards new sustainable and organic policies in order to take part in this growth. Subsequently, finding the best hair strengthening treatment can offer invaluable insight into what it takes to do it successfully. 

Hair strengthening treatment: How to tune in to new sensibilities

While the hair care market is undergoing a global shift in values, it’s true that there are still many regional differences. Again, according to stats published by Mordor Intelligence, while growth in North American and European hair care markets has stalled, African, Asian and Latin American markets are now rapidly flourishing. 


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There are two key lessons to be learned from these now booming regional industries. First of all, the South Korean beauty market has provided a model for industry trends. In this market, skincare and makeup brands have been focusing for a while on a wider health approach and hydration. Detailed skin rituals have been developed and interesting product formulas and appealing markets have been introduced. In 2018, BBC News labeled this market as “K-beauty” and Statista reports that the country’s revenue in the cosmetics segment amounted to$1,633.5 million in 2020, with an expected annual growth of 3.6%. 

What South Korea has done with skin care products, Brazil has applied to its hair care market, an industry from which global brands can draw inspiration and expertise. Brazilian consumers are known to take great pride in their hair and the populations’ diversity has demanded brands to offer a bigger variety of tailored products. The result is a $5,568.9 million revenue in the hair care segment in 2020.

But how do these trends apply to a hair strengthening treatment? There are two keys to designing an innovative and successful hair strengthening treatment in the coming years: 

Redesign personalized routines and products

Redesign must not only cover packaging or product formulas, but also new routines that focus on the individual’s needs and tastes, while also embracing hair diversity. Product customization thus must go further than addressing straight, curly or wavy hair. 

Just like the Brazilian case demonstrates, niche and specialized market segments are ready to spend more on high-quality hair care products. For example, according to stats published by Schwartz, the African-American hair care industry was estimated to exceed the $2.5 billion mark in 2019.

But treatments are also targeting more in-depth hair issues and focusing on hair health from a broader perspective. Brands have started focusing on scalp care and keratin treatments. It’s the case of Keratrix, an active ingredient that increases hair strength and elasticity, improves dry and weak hair, and repairs damaged hair. 

Its efficiency is also maximized by using the correct application mechanism. Provital has designed an exclusive cationic matrix that allows for sequential delivery, attaching the product to hair fibers and increasing contact time, providing long-term effects for consumers. Thus, Keratrix becomes a specialized product that displays a custom delivering solution.

Use natural, ethically-sourced ingredients

As mentioned above, stats, surveys, and purchase trends confirm that consumers are ready to embrace new organic and natural hair care formulas. Growing concern about sustainability has lead consumers to demand eco-friendly products, and brands are rapidly responding: in August 2019, 45% of the top 10 hair care ingredient claims worldwide included some reference to natural ingredients. This is certainly the case with Keratrix, a plant-based hair straightening treatment made from carob tree hydrolyzate. Further to this, the product’s sustainability is ensured by Provital’s policies that guarantee the ingredients are ethically-sourced.

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