Ashland explains how its Guar Hydroxypropyltrimonium Chloride plant-based hair styling agent with conditioning properties delivers all-weather durability with a salon- and consumer-proven sensorial experience
ABSTRACT
Ashland’s styleze™es-dura ingredient (INCI: Guar Hydroxypropyltrimonium Chloride) is a plant-based styling agent with conditioning properties, offering leading-edge performance and sustainability. This novel ingredient delivers outstanding all-weather style durability with a salon- and consumerproven sensorial experience. It brings a uniquely strong sustainability profile, which enables naturally-derived, biodegradable,1 vegan, and clean INCI claims in finished formulations. The ingredient is highly versatile, giving formulators the flexibility to create both modern and traditional hair care products for flawless styles and curl definition, a natural look and feel, and excellent style durability in any weather.
Performance hair styling has traditionally been based on synthetic technologies, but as consumers and regulators push for ever greater environmental and social responsibility, many of these high performing technologies are facing close scrutiny. Ashland styleze es-dura (henceforth Guar HPT Chloride) offers a true sustainable alternative to synthetic ingredients as a nature-based technology (naturality index >87%), which is globally compliant, inherently biodegrable,1 and is included in Ashland’s sustainable guar sourcing programme.2
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