Hydrolysed corn starch for natural hair styling

Hair care consumers today are increasingly focused on selecting products that contain natural ingredients without sacrificing performance. In the hair styling segment specifically, social media influencers are encouraging consumers to think about creative approaches to hair styling. 

Today’s younger generations see hair styling as a way to express their individuality. According to search data from Pinterest, interest in natural hair textures has grown significantly in recent years. During the period from October 2019 to September 2021, searches for short natural hairstyles jumped by 185%, high puff styles grew by 165%, natural hair bun styles grew by 160%, and space bun natural hair grew by 100%.1

Although hair styling and natural ingredients are growing trends in the hair care market, bringing these two trends together has received less attention. The development of natural hair styling formulas lags behind other product categories in the hair care market (Figure 2).