From semi-temporary color serums to anti-hair loss supplements, hair care launches are diversifying in terms of target markets (textured hair-friendly lines), context (pre-and post-exercise care brand, Sunday II Sunday), and treatment zones (scalp care as the basis of hair health). The U.S. prestige beauty industry generated $16.1 billion in 2020, a 19% sales decline compared to the year prior, according to The NPD Group. By category, makeup sales were down (-34%) for the year followed by skincare (-11%) and fragrance (-8%), while hair grew 7%.
BeautyMatter rounds up a handful of new products expanding the industry landscape, be it through scientific innovation or environmentally-friendly formats.
K18 Biomimetic Hairscience: A decade in the making, this 3-part range is built around the patented K18Peptide. Co-founder Suveen Sahib partnered with professor Artur Cavaco-Paulo and the research team at the University of Minho Biological Engineering Center, analyzing the entire keratin proteome (1,242 decapeptides) that constitutes human hair DNA. The active ingredient reconnects the hair’s intrachains and interchains by transporting amino acids inside the cortex. Their efforts bear results: the Professional Molecular Repair Hair Mist + Mask Treatment (available exclusively in salons) has been shown to restore hair’s original elasticity by 94% and strength by 91%, while the Leave-In Molecular Repair Hair Mask restores up to 82% of original strength after 2 applications.
Bouclème Color Toning Drops: The curl-friendly line has added a vegan bioactive complex-fueled addition to its offerings. Tapping into the rejuvenating and hydrating benefits of Australian coastal flowers Red Spider Flower, Banksia, and Kangaroo Paw, the drops can be added to shampoo, conditioners, and leave-in treatments to remove brassiness and restore color vibrancy. The product also contains blue spirulina to aid hair growth and health, while being a 98.7% natural formula.
Superzero Frizz Fighter Bar: A zero-waste and water- and plastic-free alternative to traditional hair serums, this solid formula contains plant-derived silicone alternatives and Abyssinian Oil Esters to reduce flyaways, nourish hair, and protect against heat damage and color fading. Packaged in a compostable wrapper and recyclable cardboard box, it’s an all-around sustainable styling option.
Nioxin Scalp Relief System: This three-part system, consisting of a cleanser, conditioner, and serum, promises to both soothe the scalp and thicken hair. Ingredients include pH neutral and anti-inflammatory aloe vera and anti-redness ingredient Soothex, derived from boswellia serrata gum, hydrating glycerin, and keratin-building niacinamide. In a consumer test, more than ¾ of participants felt an increase in scalp comfort after using the set.
Philip B Scalp Rebalancing Hair Growth Serum: Redensyl, also known as dihydroquercetin-glucoside, works as a powerful agent in the battle against hair loss by activating the hair follicle stem cells. In a clinical study, 85% of participants who used the ingredient over 84 days saw the growth of up to 28,200 new hairs. This active is the star ingredient of the serum, which, used as a pre-shampoo treatment, heats up upon application, thereby increasing absorption through opening up the hair follicles.