Salon demo on mannequin using the new Curl Revival Gently Clarifying Co-Wash. (Photo: Clariant)

Curl definition study using the new Curls Just Wanna Have Fun Conditioning & Defining Cream. After exposing the hair tress for 4 hours at 80-85% RH the curls still maintained their definition and little to no frizz was observed. (Photo: Clariant)

Textured hair weve got you Introducing the effective formulations of Clariants The Curl Project

10 Mar 2021

• Thoughtfully-crafted hair care products with proven effectiveness in bringing out the best in different curl types
• Claims tested volume/frizz control, easy detangling & repair using specialty ingredients
• Join our launch webinar for more consumer & ingredient insights and formulation data on March 16, 2021 at 2 PM ET

“Whether you have a head full of tight curls, loose waves, spirals, zig-zags, coils or a mix, it’s often a challenge to access the very specific care that different types of textured hair require. Thankfully, times are changing and brands are starting to bring these hair care needs mainstream. Currently, there are only a few ingredients available that can really perform the demanding job, not making it easy for brands to create formulations that consumers will believe in,” comments Lynna Pili, Segment Marketing Manager, Personal Care – North America. “There’s room for innovation and, using the combined benefits of our personal care ingredients, we can help formulators develop products that resonate with consumers to love their locks and stay on trend.”

“Each nature-derived ingredient is expressly chosen for its proven, recognized performance such as moisturizing or strengthening to overcome key challenges in this space. These include intrinsic low tensile strength, tendency for brittleness, and low water uptake of textured and curly hair,” explains Hima Sadavrati, Claims Substantiation Specialist, Personal Care – North America. “Also, as the trend grows for embracing the beauty of textured hair in its natural state, repair and cleansing benefits come to the fore to detox, detangle or reduce damage from heat and other harsh hair treatments.”

• Frizz control: Thanks to Clariant’s most nature-friendly moisturizer, Genadvance® Hydra, the quantitative and qualitative studies showed significantly less frizz while leaving hair moisturized.
• Combability testing: Genadvance Repair conditioning agent was used as part of one of the formulations to improve manageability. Plantasens® Olive Squalane delivered a soft and conditioned after feel; this 100% olive-derived emollient offers a premium silky sensation.
• Curl definition: Featuring the innovative conditioning agent, Genadvance Life, qualitative and quantitative studies demonstrated reduced hair frizz and improved curl definition, without a build-up effect.