As the TikTok generation knows, the scalp is key to beautiful and healthy hair. Consequentially, this opens opportunities for pre-wash, essential oils, scalp cleansing, moisturising and even advanced ampoule care.Īn ingredient to consider when developing a scalp and hair serum or scalp cleansing spray is Phytessence™ Hazel Leaf. Recognising this, consumers are skewing their purchase decisions towards hero ingredients that nourish the scalp hence, promoting hair health and shine. Everybody’s hair and scalp are different. Skinification of hair is a new and trending approach that is akin to treating hair and even scalp like skin, based on your own individuality. Its analysis also understands the rising demand in hair growth products and echoes ‘skinification’. Chinese consumers are beginning to scrutinise ingredients and wanting results-driven products.ĭaxue Consulting projects a CAGR of around 6.5%, which will mean an estimated RMB 72.6 billion in 2026. It is interesting to note that it is not just the female spectrum but men, are also getting more aware and decisive with premium hair care and scalp care. With this perception, they are willing to invest in premium products. Many modern-day Chinese consider hair care to be as important as skin care. This highly purified oil has high affinity to skin and scalp, nourishing and offers supple, soft skin feel. Another oil-type for hair care we can look at is Cropure™ Avocado that has high content oleic acid, palmitic acid and linoleic acid. It is a highly versatile ingredient that can be developed into any hair product types. Excellent in moisture-retaining properties, its waxy texture is similar to jojoba oil and, offers a soft and cushiony skin feel. Oils such as Cropure™ Meadowfoam is a popular choice in China. Euromonitor and Mintel both have attested, in their separate research papers, that Chinese consumers are also switching to leave-in hair conditioners, oils, serums and masks. Sophisticated awareness for hair care has exploded in China and India. When hair aesthetics are perceived to be improved, consumers adapt their usual hair wash routines and thus, reduce water consumption. It is a fantastic shampoo application due to its controlled release of actives onto scalp and hair, by instantly reduce sebum on the scalp. How else is Nutrinvent Balance™ sustainable, you ask? It is estimated that for every tonne of Nutrinvent Balance™ used 129.4million litres of water is saved. The novel encapsulation technology is suitable as a leave-on or rinse-off conditioner. It is sourced from sustainable palm (RSPO), ISO 16128 and plant-derived, making it vegan suitable. Formulators can explore Nutrinvent Balance™ to fulfil this TikTok hair care trend. Sustainable yet result-driven conditioners and at-home hair treatments can easily be found within Croda’s portfolio. Furthermore, Gen Z behaviour tends to skew favourably to proven testimonies by influencers and peers. Thus, they are particularly selective when shopping online. There is higher demand for conditioners and at-home treatments, where the concept of ‘less is more’ is preferred. Consumers are suddenly seeking hair care routines, hacks and products that have specific efficacy in addition to environmental consciousness. T he global lockdowns, in a way, forced consumers to find at-home hair solutions on social media, hence, TikTok. While the hair market was heavily and negatively impacted by the early days of COVID-19, due to movement restrictions to the salon, hair spa or simply going out in general consumers were washing their hair less or realising the presence of hair thinning, damage, loss, dandruff and, scalp care altogether. Asia’s hair market is set to have a CAGR of 4.21% up till 2027, as forecasted by Mordor Intelligence. According to a Global Cosmetic Industry article, the prestige hair care sector is trajected to jump 15% year-over-year and, anticipated to continue through 2024. TikTok is indeed the trend driver for beauty trends and advances faster than market experts capturing the data. Other hashtags more relevant and specific to Croda’s innovative portfolio are #healthyhair (>2 billion views), #hairscience (>21.8 million views) and #scalpcare (>258.7 million views). Over 22.8 billion videos are posted in TikTok using this hashtag. Whatever you can think of the list goes on and #hairtok can lead you to it. Search it anywhere and you will see varieties of TikTok hair care routines, styling, colour dyes, ingredients to have or avoid in shampoos or conditioners, sustainable hacks, transformations, dandruff care, scalp care, etc. It is time to get acquainted with the mega-trending TikTok hashtag, #hairtok.
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