In-cosmetics Asia: Hair care actives trump skincare and makeup searches

01 Nov 2022 --- Hair care applications and active ingredients are the “most searched for” categories in the Asia-Pacific (APAC) region, reveals in-cosmetics Asia. The tradeshow, which commences today in Bangkok, Thailand, has over 300 hair care products from over 120 exhibitors on display, making hair care its “second biggest segment.” 

The analysis was carried out in collaboration with Covalo – a comprehensive search platform that connects beauty brands with suppliers. It revealed that 55% of APAC professionals were looking for hair care ingredients, followed by skincare (19%), makeup (15%) and sun care (3%).

Additionally, the research revealed that the top five ingredient functions searched by APAC personal care professionals were active ingredients, emollients, plant extracts, emulsifiers and surfactants, followed by rheology modifiers, thickeners, antioxidants, pigments and preservatives.

Claims such as “plant-based” and “natural” makeup amounted to over 90% of all searches in the APAC region compared to 45% globally.

“While the limitation on search terms may suggest that the international market is more mature and demanding in terms of [environmental] sustainability, the popularity of plant-based ingredients is only set to continue to grow as consumers seek out more plant-based goods,” the group states.Haircare is reportedly the “second biggest segment” represented at in-cosmetics Asia.

Caring for hair 
According to Innova Market Insights, in 2022, hair care launches made up 14% of all personal care launches in Asia. While shampoo, hair treatments, coloring and conditioner were the top categories of hair care launches, top claims included moisturizing and hydrating, ethical (packaging, animal, fish and bird-free), damaged hair and long-lasting.

“Heightened awareness among consumers looking to solve common hair problems, such as dandruff, hair loss and hair thinning continues to drive [growth in the hair care sector], with many consumers looking for non-surgical procedures and at-home products to overcome these issues,” informs the group.

It highlights notable trends such as an increase in no-rinse products in China, and higher demand for ayurvedic and natural hair care products in India. Natural ingredients such as sandalwood, jasmine, rose, aloe vera and almond are being embraced by local brands.

Innovations on display
From coloring, conditioning, cleansing and styling, exhibitors including AVT Natural Products, ColorClay, Elementis, Essencia, Evonik, Lubrizol Life Science, Provital and Vantage Personal Care will be present at the event to demonstrate the latest innovations.

Henry Lamotte Oils plans to display a range of oils suitable for hair care applications, including avocado, babassu, Brazil nut, coconut, grapeseed, groundnut, hemp, jojoba, meadowfoam, sacha inchi, paradise nut and tamanu.

Using an extract derived from the shell of a black-lipped pearl oyster found in the Tahiti Sea, Seiwa Kasei will introduce attendees to its Black Pearl Extract, designed to achieve conditioned and moisturized hair.

Moreover, Lubrizol Life Science will present long-lasting color protection with its Chromapol ColorPOP polymer, which helps maintain a true color with vibrant tonality and intensity while providing conditioning and smoothness benefits to the hair fiber.

A series of technical seminars exploring the latest ingredients to transform hair care formulations is also planned for the event. Dow will focus on bio-based ingredients for hair, including its hair conditioning polymer that provides deposition aids with benefit agents such as silicones or natural oils.

Meanwhile, Clariant will explore the role of psycho-emotional stress on hair and scalp well-being and how plants with substantial anti-stress potential help reduce the effects of psycho-emotional stress on hair and stimulate vitality.Natural ingredients such as avocado, sandalwood, jasmine, rose, aloe vera and almond are being embraced by APAC local brands.

Spotlight on hair care active ingredients
The latest ingredients transforming hair care formulations will be displayed at the event’s Innovation Zone.

Vytrus Biotech will highlight its active ingredient Elaya Renova. It is made from plant stem cells, and the natural active boosts “hair tensegrity” – an architecture-inspired concept considering the scalp, hair follicle and hair shaft as interconnected parts.

Clariant’s natural active ingredient Prunizen, extracted from Prunella vulgaris – a herbaceous plant in the mint family – will be on display. It claims to address scalp and hair issues caused by psycho-emotional stressors, modulates cortisol production in the scalp and protects hair structure.

Meanwhile, Laboratorios Argenol will highlight its Acti-Hair Complex – an active ingredient containing a mixture of silver, magnesium, zinc, copper, and manganese with citric acid that is especially suited for dry, weak, dull, split and brittle hair. Galaxy Surfactants will demonstrate its Galseer Tresscon, a shampoo bar base designed to address the needs of the sustainability-conscious consumer.

Edited by Radhika Sikaria