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Hydrolysed corn starch for natural hair styling

Dow explains the development and benefits of a new, novel hydrolysed corn starch polymer for leave on hair styling applications

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).

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Upcoming Events

in-cosmetics Global

Paris Expo Porte de Versailles
16th – 18th April 2024

NYSCC Suppliers' Day 2024

Javits Center, New York
1st - 2nd May 2024

9th Anti-Ageing Skin Care Conference

Royal College of Physicians, London
25th - 26th June 2024

in-cosmetics Korea 2024

Hall C, Coex, Seoul, South Korea
24th - 26th July 2024

in-cosmetics Latin America 2024

São Paulo, Brazil
25th - 26th September 2024

IFSCC 2024

Recanto das Cataratas Thermas Resort, Iguazu Falls, Brazil
14th - 17th October 2024

Access the latest issue of Personal Care Magazine on your mobile device together with an archive of back issues.

Download the FREE Personal Care Magazine app from your device's App store

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