Hair care as a category has been relatively constant for many decades and lagged behind others in the trend of natural, clean, and green beauty. Consumers are hungry for innovation and the hair care market is gearing up for a big change. Across categories, the ingredients that will sustain for decades to come are those with exceptional environmental profiles and consumer perceivable benefits. These ingredients must lend themselves to clean beauty consumers, natural beauty consumers, green / eco-focused consumers, and the natural-when-convenient consumer alike. Specifically in the hair conditioning space, the current leading conditioning agents on the market, namely quaternary surfactants, do not comply with this future sustainable ingredient profile.
This article will explore why consumers are starting to reject quaternary conditioning agents, or “quats”, and introduce hair care technologies that deliver on sustainability as well as performance.
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