Sustainable, Self Care Focused Hair Care Trends for 2022

The consumer landscape for hr care in the year 2022 is evolving, reflecting the uring influence of sustnability, self-care, simplification, and shine amid continued pandemic impacts. Although these trs predate the outbreak, their intensity has been amplified over the past year as consumers have adapted to a new normal shaped by ongoing health concerns, economic uncertnties, and evolving perceptions of beauty.

In 2021, hr care was characterized by three core themes: Conditioning, Skinification, and Eco-Consciousness. These trs were not only sustned but also evolved in depth, with eco-consciousness expanding into sustnability, skinification becoming a pillar of self-care, and conditioning serving as the foundation for simplification that leads to shine.

Sustnability has gned significant traction, driven by consumer sentiment that 67 of individuals worldwide are actively trying to minimize their environmental impact through dly actions Euromonitor. The discussion around eco-frily hr care products on social media has been both constant and increasing, marking a profound shift from mere awareness towards a holistic understanding encapsulated in the concept of sustnability. Sustnability involves considerations across three interconnected dimensions: environmental impact, resource usage, and social responsibility.

Self-care is no longer confined to skinification; it now embraces a broader array of goals encompassing physical health, mental well-being, and aesthetic satisfaction. While skinification aligns with hr care through the introduction of active ingredients, it serves as a gateway for addressing scalp and hr health benefits. However, self-care exts beyond this to include aspects such as stress reduction and overall wellness.

Simplification emerges as an evolved concept from conditioning, reflecting consumers' desire to streamline their routines in both productivity and consumption. The Slow Beauty movement offers an excellent example of this tr across various beauty categories, emphasizing the use of fewer products that are more effective and efficient without compromising quality or sustnability.

Shine continues to captivate consumer interest, particularly as hr care routines become more focused on enhancing hr health through conditioning practices that also promote shine and gloss. With increased video conferencing and a desire for in-person interactions, consumers are looking to accentuate their natural beauty with healthier-looking hr characterized by enhanced shine.

For formulators seeking to create hr care products that these evolving trs, Evonik offers several tools and product insights to navigate the complexities effectively:

1. Sustnability: Leveraging resources like the CAREtn toolbox and Product Selection Tool within intoBeauty can help pinpoint ingredients with high sustnability profiles. Products such as RHEANCE One and VARISOFT EQ 65 MB offer a promising foundation for developing eco-frily hr care formulations.

2. Simplification through Multifunctionality: Simplification might involve intricate formulation strategies or may be achieved by incorporating multifunctional ingredients that serve multiple purposes, such as TEGO REMO 95 MB's dual role as a thickening agent and emollient.

3. Self-care with Active Ingredients: Evonik's portfolio includes active ingredients like ceramides in Hrflux for scalp health and aesthetics, which can be integrated into formulas to support self-care routines.

4. Achieving Shine through Conditioning: Ingredients such as ABIL ME 45 MB or ABIL Quat 3676 offer intense conditioning benefits that improve hr's shine characteristics, aligning with consumer desires for luminous locks.

In summary, by capitalizing on these insights and leveraging Evonik's comprehensive resources, formulators can develop hr care products that not only meet consumers' expectations for sustnability, self-care, simplification, and shine but also contribute to a healthier planet. Arnoldo Fonseca, Global Business Manager at Evonik, brings consumer perspectives to this dynamic field, ensuring the industry stays attuned to evolving trs.

ARNOLDO FONSECA

Global Business Manager, BioActives

Arnoldo Fonseca is currently responsible for Evonik's BioActives product segment within cosmetic active ingredients. With a background that includes regional leadership roles and experience from r Products' Performance Materials division following Evonik's acquisition of the business, he brings a wealth of knowledge on consumer trs and innovations to help customers achieve success in their markets.

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