Trend watch | Hairceuticals | Therapy for your hair

Attractive young woman with flower petals over long curly hair to demostrate haircueticals - the combination of biologically active ingredients claiming medical benefits with haircare products

You may have heard of the word “hairceuticals” bandied around lately.

Like cosmetcuiticals – a combination of cosmetics and pharmaceuticals – hairceuticals combines biologically active ingredients claiming medical benefits with haircare products. Think of it as over-the-counter medication for your hair.

With global spending on haircare purported to be over US$50 billion per year and growing, haircare manufacturers not tapping into the latest trend may see their sales diverted to other companies.

Capitalise on demand for hairceuticals 

Consumers are embracing the age of hairceuticals and demanding remedial measures to reverse damage caused by styling, coloring and straightening their hair. Others are looking for products to treat hair that is prematurely greying or falling out.

Haircare manufacturers can tap into this trend by using raw materials with innovative actives, such as lipids and peptides, and positioning their products as effective, non-invasive treatments.

Hairceuiticals deliver powerful doses of proteins, amino acids and vitamin E to help restructure hair stands and treat hair loss at the root level. They provide a boost to hair that regular shampoos and conditioners can’t.

Trends to watch

Long lasting: The challenge with active ingredients is to provide lasting benefits to hair after the product is washed off. Leave-in products achieve this, but consumers are wanting more from their haircare.

Other fast growing trends: are products to strengthen hair and treatments that protect hair from pollution.

Trulux has a range or raw ingredients that tick these boxes

Keramimic 2.0: combines the best of science and nature for intelligent repair of damaged hair. Developed using advances in proteomics, Keramimic 2.0 contains the amino acid sequences of peptides that match keratin proteins found in cuticular and cortical regions of human hair. The highly functioning conditioning active provides targeted repair to the most damaged surfaces of the hair.

Panthenol: made from d-pantolactone, which is found in honey, panthenol is water-soluble and absorbed easily into the human body. Panthenol attracts moisture from the air and binds to hair follicles, making hair feel lubricated, but not greasy and appear shiny.

Biopolymer HA-24: adheres well to the skin and hair, providing softening, smoothing and lubricating properties and extended hydration.

ProCondition™22: a vegetable-derived conditioning agent that repairs the hair shaft and provides superior anti-static (fly-away) ease when combing dry hair.

Daymoist CLR: a complex of natural plant-derived active ingredients. Daymoist CLR has a moisturising effect on hair which improves elasticity, making it softer and more pliable and able to protect against heat stress and color fading.

Keravis: designed to deliver optimal anti-breakage benefits, Keravis is a multifaceted protein-based complex which strengthens hair. The unique chemical composition enables it to penetrate the hair cuticle, building strength from within, while providing film-forming effects to reinforce, lubricate and protect the surface of the hair.

AC Rice Complex: delivers protection and optimises the integrity of hair while enhancing curl retention. It contains a unique blend of rice amino acids, stearoyl CoA-desaturase (SCD-1), tomato bioferment and keratin amino acids, which work synergistically to improve and protect the hair by conditioning, hydrating and reducing moisture loss.

Amisol Trio: extracted from soybean and composed of essential biolipids, Amisol Trio provides super-fatting properties that offer hydration protection to hair and skin. It is able to counteract the drying effects of water and detergent by reinforcing the protective film of hair and skin, and adheres well to the surface leaving it feeling soft.

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