Health and wellness are also now playing a huge part in consumers lives that are craving looking and feeling their best. They have now made hair care part of their self-care routine, and this has resulted in a move away from basic shampoo and conditioner regimes to focus more on wellbeing and taking a moment to relax. These routines are not just about cleansing, but also consider the importance of hair and scalp hydration when looking to keep hair in good condition.
Consumers have also started to embrace their natural hair textures, specifically for curly, textured hair, empowered by inclusive cultural movements and a desire to express their true self. There is also space for fun and experimentation, as consumers look for solutions that allow them to change up their styles with freedom, with effective products that deliver the results they desire.
How can we help?
Our extensive range of quality hair care ingredients deliver high-performance and multifunctional benefits, helping you to design inspirational hair care formulations that satisfy the diverse and complex needs of the modern consumer. We also have a large library of on-trend guide formulations for hair care products, including shampoos, conditioners, pomades, treatments, colourants, relaxers and styling products.
With a global network of hair care experts specialising in claims substantiation, our hair care teams have the capability to validate a variety of consumer appealing claims, utilising a diverse range of hair types and established or novel test methods that are unique to Croda. Coupled with our extensive hair care formulation expertise, we are on hand to assist in every aspect of product development to help you meet the specialised needs of your customers.
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