Food formats and ingredients in beauty products have gained popularity in the last 5 years, with a significant increase in launches conforming to this trend in the Hair Care market. From 2014-2018 (globally), there was a 116% increase in Hair Care launches that claimed the word ‘fruit’ and a 132% increase in Hair Care launches that claimed the word ‘vegetable’ (Mintel GNPD, 2019). Through innovation, we are seeing natural resources being utilised in different ways, for example in a recent Mintel article, fruit extracts were utilised to neutralise free radicals in anti-pollution claims (Mintel, 2019).
Why are food formats and ingredients so popular?
- New texture innovations such as hair mayonnaise, hair yoghurts and hair milks have transformed the hair care market, as a way of reinventing old formats and applications. Also, the familiarity of these textures from everyday life is intriguing to consumers to see how they translate into hair care applications.
- Fruit and vegetable extracts resonate with consumers seeking natural and clean ingredients, but also offer a level of familiarity. Our Phytolea range of natural oils is 100% natural origin and derived from food waste (utilising by-products).
- Traditional food-based ingredients (and their waste products) are growing in popularity as natural feedstocks to create ingredients for cosmetic formulations. Our processing of natural protein sources provides functional ingredients for use in hair and skin care applications. We have an extensive range of biopolymers from various natural sources - including wheat, pea, milk and potato - that can be used to deliver moisturising, conditioning and strengthening benefits.
As consumers grow increasingly health conscious, they are starting to not only look closely at what they are putting into their body, but what they are putting onto their hair and skin. Utilising food-derived ingredients brings a level of familiarity to consumer formulations and the ingredients listed on the packaging, but also meets the growing ‘Clean Living’ and ‘Holistic Wellbeing’ trends.
Explore our food-inspired formulations below or download our ‘Superfoods in Cosmetics’ trends presentation to learn more about our natural oils.
Chia Seed Pudding Hair and Scalp Mask
Honey Scoopable Shampoo
Stylish Strawberry Mouse
Almond Milk Conditioning Spray
Texture Defining Hair Butter