The alchemy that makes one ingredient trend-catching the imagination and attention of formulators,brands and ultimately the public in the same moment-while another sinks without fanfare,is unpredictable.What we do know is that on the chessboard of product,performance is queen.Ask a consumer to choose between performance and values messages(eg,perceived naturalness,safety,sustainability or price sensitivity)and performance will win out for the majority.That performance imperative is driving innovation and evolution in plant-based ingredients from functional surfactants and emulsifiers to complex actives combining disparate plant chemistry to deliver performance ingredients that push our understanding of what the natural and naturally-derived can contribute to a formulation.Hair care,long the bastion of silicones and petroleum-based ingredients,is reaping the benefits of this approach.Even better for the consumer,it's coming at a mass market price as up-and-coming brands like Noughty Haircare with a ￡6.99 price point and 97% natural promise challenge titans like Gamier for shelf space and customers.
展开▼
