SEPAWA Congress 2025: Clariant provides healthy hair at a low cost with hair cycling
27 Oct 2025 | Clariant
Dr. Petra Kudla, global marketing manager for hair care at Clariant, tells us about hair cycling at SEPAWA Congress 2025. Hair cycling comes from skin care and originated for customers with various needs that require several products. Using many products daily comes with a high financial cost and damage to the hair. By limiting the use of products and building up a multi-day routine, consumers will experience lower costs and better quality hair.
This is Beatrice Vlander for Personal Care Insights.
I'm here today at SAA 2025 in Berlin, Germany, and with me is Petra Kudla, global marketing manager for hair care at Clarant.
Welcome.
Thank you.
What are you showcasing today?
For the personal space, we have mostly looked into the haircare space this year, and we have decided to focus on our conditioning agents to really highlight what they can do.
If you look into hair care trends like hair cycling, for instance, how you can address those in the easiest way.
And can you tell us more about the story of hair cycling and what benefits it brings to haircare?
Absolutely.
Most people might not even know what that is, it comes from the skincare area, so mostly everything that is in skincare eventually swaps into haircare, and hair cycling is the same thing.
It's more originated out of the necessity that customers.
Consumers are saying, I have all these needs, and I could use 10 products every single day, but I cannot afford to do that.
So I get creative in building a routine and using products that are complementary to each other, and out of that you build your hair cycle, and the benefit really is that you end up not overusing harsh chemicals because you limit the use that you actually have it, and then your hair is able to balance out the scalp.
Better, you have better oil production on the skin, on the hair, and it also is preventing buildup on the hair and all of that combined gives you really nice shiny hair, that's better texture, better strength of the hair fiber, and the best part of the whole hair cycling is that you can adapt it to every single hair type that you want, so it's not limited to just like Caucasian long hair or curly hair or whatever you can really make it work for whichever you need it to.
All right, and what products or ingredients is Clarent offering that is tapping into this trend?
Yes, so there's two major areas.
Obviously we are a big supplier, so we can offer a lot in the alcohol category, but one is the surfactants.
So because you want to play around with mild ingredients, so we can offer mild surfactants like our glucotenes, for instance, that are tapping into that.
They are really non-irritating and still giving you very good.
Nice smooth hair when you use them.
On top of that, we have focused mostly on our hair conditioners, so there's like a whole Janet V line that brings either repair to your hair, that brings extra moisture, that gives you really long lasting conditioning effects, depending on what you need, you can really just pick out the right fit.
And what are you expecting in the close future in terms of hair care trends?
That's the million dollar question, right?
No, in general, I think there's like, as I mentioned before, everything in skincare swaps into haircare, so we already see that a lot with like actives being repurposed in haircare, but also the whole economical trend, so consumers are more mindful in what they spend their money on.
So they want to really see the benefits.
They want to see that it gives you something that you have an extra value when you use it, and then they are willing.
To pay more, but I really feel like that the mildness is coming in, so people are more aware of what it does to their hair.
It's not just a pure necessity anymore.
It's really like how can I get extra value, so not just cleaning my hair, but building extra repair, extra care benefits into it while not overspending on 10 or 20 products altogether.
Any other comments?
I think that's pretty much it.
Thank you.
Thank you very much.
