Ecological, natural beauty: Givaudan Active Beauty launches wheat haircare ingredient

10 Sep 2019 --- Givaudan’s cosmetic ingredients arm Givaudan Active Beauty has released a new haircare ingredient from wheat as a sustainable alternative to cationic guar – the most used chemical ingredient on the market. The new ingredient, Naturein Wheat Peptides, is sourced from 100 percent French-origin locally-sourced wheat and crafted by green fractionation. The launch comes at a time when demand for natural ingredients is high and consumers increasingly opt for organic, sustainable personal care products.

Ecological and natural beauty are two of the biggest haircare market trends in the industry, the company notes. Its Clean and Natural Study 2019 demonstrated that 91 percent of consumers are interested in the concept of clean beauty for haircare. In addition, they seek natural ingredients and products that are free from chemicals. According to the study, 80 percent of consumers find that wheat protein fits well with the idea of clean beauty for their hair, and 78 percent think that the local wheat biomass is aligned with the concept. 

As consumers are growingly environmentally conscious, many are opting for natural brands. By being 100 percent natural, Naturein Wheat Peptides responds to consumer demands for a clean product that is not only good for them, but also for the environment, the company explains. 

Click to EnlargeThe wheat-based ingredient is a sustainable alternative to cationic guar and acts as a conditioner to smoothen and detangle the hair.The wheat-based ingredient is a sustainable alternative to cationic guar and acts as a conditioner to smoothen and detangle the hair.

“Cationic guar is the most used chemical ingredient in the hair care market. To prove the effectiveness of our natural alternative, we opted for tests that put Naturein Wheat Peptides in competition with cationic guar. Results prove that it is actually more effective. Clinical tests carried out on a hundred people demonstrated the effect of Naturein Wheat Peptides,” says Amandine Scandolera, Ph.D., Head of Biological Evaluation.

The company conducted more clinical tests that have been further evaluated by a haircare expert who monitored the impact of Naturein Wheat Peptides on wet and dry hair. The results showed that 3 percent of the wheat peptides extract significantly improved (up 20 percent) the detangling on wet hair (versus +15 percent with 0.3 percent cationic guar). In addition, the ingredient significantly improved the combing and smoothness of dry hair (up 22 percent versus 5 percent with 0.3 percent cationic guar). 

Two effective results have also been perceived by the study participants during clinical tests. Of the participants, 80 percent said that their hair does felt good (versus 40 percent placebo) and 70 percent thought that their hair is easier to untangle (versus 45 percent placebo) after applying the active product.

To showcase the ingredient and inspire the industry, Givaudan’s formulation experts crafted MEU.Hair, a leave-in conditioning spray powered by Naturein Wheat Peptides and ResistHyal, a hair beauty enhancer. This tailor-made experience for natural hair care is mixed with Buruti and Moringa oils for repair and Saffron flower and Guarana extract to strengthen the hair. 

Givaudan Active Beauty will introduce Naturein Wheat Peptides at in-cosmetics Latin America on September 18th.

Edited by Kristiana Lalou

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