The greater acceptance of natural hair styles and adopting new hair care routines is driving hair care innovation for texture hair – curly and coily. In Brazil, the US and France, 53-79% of women describe their natural hair as curly. There is clearly a market and interest in specialized hair care – focusing on treatment and styling products targeting the needs of the curl spectrum from tight textures, coily, curly and locs and knowing the different hair types. Education plays a huge factor in understanding curl patterns, the needs of specific hair types, as well as the language used. Extending lines or creating brands in a more inclusive way addressing all hair types and needs. ₁

Here are beneficial hydrating ingredients for healthy hair for all hair types:


1. Flaxseed also known as linseed is a hydrator:
  • Hydrates and strengthens hair, rich in omega-3 fatty acids (vital for healthy hair growth) helps nourish the hair follicles and promotes overall hair health. It combats dryness and frizz thanks to its moisturizing and conditioning properties.
  • Repairs hair, flaxseed is good at binding moisture to the hair. This reduces breakage and split ends, sealing the cuticles of the hair strand, improving elasticity and prevents further breaking.
  • Protects hair being rich in vitamin E, an antioxidant our scalp loves, can work to reduce damaging effects of free radicals and help promote healthy hair follicles for stronger, shinier, and more resilient hair.
  • Has vitamin B, helping make hair stronger and healthier.
  • High lignan content keeps hair dense, shiny and can maximize volume and elasticity.


2. Quinoa seed extract – to be effective in hair care the quinoa must hydrolyzed:
  • Repels free radicals due to high levels of vitamin E and other anti-oxidants, keeping hair follicles healthy and strong – ready for regrowth.
  • Hydrates hair and scalp, the humectants in quinoa seed oil attract moisture from the air, an excellent source of hydration for your scalp and hair. It smooths the cuticle which supports curl and eliminates frizz.
  • Helps retain moisture – has essential fatty acids like linoleic acid, which are known to reduce water loss, so hair can retain moisture, and have a softer, silkier feel. Hydrolyzed quinoa protein molecule is very small, and it can penetrate low-porosity hair and provide needed moisture beneath the cuticle better than thick, hydrating oils and butters, which can build up on low-porosity hair. And on high-porosity hair who lose moisture quicky, it can benefit from the flexible film coating hair that traps moisture in and release it slowly.
  • Strengthens your hair, the protein in quinoa seed oil forms a protective barrier around your hair, making it strong and protecting against potential damage. Loaded with amino acids which our hair needs for strength, elasticity and resilience preventing dry brittle hair that breaks and splits.
  • Health Scalp, quinoa contains vitamin B3 (niacin, known to help dilate blood vessels) which supports healthy blood flow in your scalp. This strengthens and nourishes your follicles supporting healthy hair.
  • Protects to block out environmental stressors and provides protection from heat, while locking in moisture and sealing cuticles for smooth, pliable, more elastic strands. The amino acids in quinoa extract deliver both – penetrates to fortify and repair strands and function as a barrier to protect the hair from environmental stress.
  • Preserve color, being high in protein content makes it ideal for preserving color treated hair and from the damaging effects of heat styling.


3. Apricot Kernal Oil:
  • Great at hydrating your hair because it contains different fatty acids – linoleic acid, fatty acid great at locking moisture in the hair and scalp. Hydrates hair and moisturizes the scalp. It helps to moisturize the hair shaft, reducing dryness and brittleness.
  • Contains vitamins A and E, both vitamins essential to healthy hair and scalp.
  • Provides softness, smoothness, and shine due to the nourishing properties of apricot oil, it smooths the hair cuticles reducing frizz and flyaway and making hair more manageable.


Summarized from Mintel – Consider the needs of curly-/coily-haired consumers 4/2023₁.

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