Scalp hydration and traditional Andean medicine: the quinoa extract that consumers want today

The rise of traditional knowledge is one of the key factors shaping consumer decisions today, its importance and impact on the market having grown in recent years. In order to align with this trend, brands are experimenting with using plant-based extracts that have traditionally been used for their medicinal and cosmetic properties. With a focus on creating a scalp hydrating product, we look at current BPC market trends and suggest a key quinoa extract that has the potential to help brands match their scalp and hair care products with these new consumer preferences.

Traditional medicine and supporting local communities: Two key consumer trends to look into

There’s no doubt the current moment stands out as a period of profound and unprecedented transformations which have affected every industry, the beauty market being no exception.

Among these profound changes, consumer preferences have shifted in one key area: they are more interested than ever in plant-based remedies that provide guaranteed sustainability, including enhanced supply chain ethics and a support for local communities.

Figures show brands are responding quickly in order to remain relevant: according to a survey published in Euromonitor International Voice of the Industry: Sustainability, COVID-19 has brought social purpose to the fore, with two thirds of surveyed companies defining sustainability as “supporting local communities“ (a 15 percentage point increase from 2019 to 2020). 

This interest in supporting local communities also translates into a growing attraction towards traditional knowledge. For instance, 82% of consumers in Indonesia agree that their heritage is an important part of their identity, according to a study carried out by Mintel, Dynata and Rakuten. 

This conflation of new consumer preferences have shaped a new movement in the BPC market: a current product development trend that looks into traditional medicinal and cosmetic remedies.

Brands are generating new narratives that incorporate a holistic approach to beauty, borrowing from different rituals and traditional medicine options. This translates into a growing interest in how natural cycles and healing are interrelated, the way traditional healers understood it.

As a result, beauty companies have increasingly incorporated medicinal plants linked to diverse traditional cultures: fennel and thyme from Ayurvedic medicine; ginseng and tea from Chinese medicine, chamomile from Unani medicine or chia and avocado from traditional Andean medicine

However, in order to remain sustainable and ethical, companies shouldmust also guarantee that these incorporations to their narratives also comprise an official recognition of traditional knowledge and include local communities and biodiversity in their plans, following Nagoya protocol requirements for beauty products.

Borrowing from Andean medicine: The quinoa extract to target scalp hydration

From dream reading to knowledge of herbs and roots, traditional Andean medicine interlaced a deep knowledge of natural remedies with a spiritual and meditative approach to healing, resembling the current “mind and body” wellness that consumers are interested in today.

In light of the current consumer preferences mentioned above, Provital has developed a quinoa extract which provides the right solution for developing a scalp hydration product that aligns with this new focus on traditional medicine. 

Traditionally, quinoa has been used as a medicinal plant in most Andean cultures. Among its most frequent uses were the treatment of abscesses and sprains and its most prominent cosmetic properties included its nourishing and emollient benefits.

Modern scientific research has proven the efficacy of what traditional medicine men and women were already practicing. Provital’s quinoa extract has been proven to provide restoring skin hydration due to this ingredient’s chemical composition: rich in amino acids (threonine), carbohydrates and fatty acids, it’s the perfect extract to target scalp hydration issues.

In fact, this extract aligns with a new focus on scalp care, which has become the new skincare for hair. Such is the case of many trends associated with hair loss, which now include a new focus on skin barrier issues related to scalp hydration.

With a focus on giving brands the right formulas and active ingredients to align with current and future consumer trends, Provital stands out as the perfect ally to generate innovative strategies for the beauty market. 

Providing nature and a holistic approach to ethical and sustainable beauty, we work to become a reliable partner that helps brands approach new consumer trends.

Want to learn more about the potential ingredients that can make a difference in your new product development processes and align with consumers’ new interest in traditional remedies?Download our ‘Back to the roots’ ebook and find more natural extracts and their traditional medicinal and cosmetic uses.