Indeed, according to Euromonitor International, 1 the ‘Clean Beauty’ buyers are not an isolated fraction of consumers, as more than half of them seek “natural”, “environmentally friendly”, “locally sourced” claims. Daily actions that have a positive impact on the environment is also a goal for nearly half of consumers. For more than a third, the belief that “natural” is healthier than “non natural” (which from a scientific perspective is highly debatable) is still strong, while GMOs are negatively perceived. Lastly, for more than 25% of consumers, the choice of buying “eco-conscious” products makes them feel good about themselves.
Stepan Company recognised this need and the opportunity to develop a modern hair conditioning agent that would offer both high performance and meet sustainability expectations.
According to Euromonitor International, 1 the global hair conditioner market
