Cosmetics & Personal Care

Givaudan Active Beauty launches a natural alternative to cationic guar for hair conditioning

16th September 2019

Givaudan Active Beauty presents Naturein Wheat Peptides, a clean and sustainable alternative to cationic guar, a key specific detangling ingredient for hair care. The new natural ingredient obtained from 100% French origin locally-sourced wheat and crafted by green fractionation is being introduced at in-cosmetics Latin America this week.

Ecological and natural beauty are two of the biggest hair care market trends in the industry. Our Clean and Natural Study 2019 demonstrated that 91% of consumers are interested in the concept of clean beauty for hair care. In addition, they seek natural ingredients and products that are free from chemicals. According to the study, 80% of them find that wheat protein fits well with the idea of clean beauty for their hair, and 78% of them think the local wheat biomass is aligned with the concept. Our researchers have developed Naturein Wheat Peptides, abiding to these two fundamental pillars.

As consumers are becoming increasingly conscious about environmental impact, the majority of them use natural brands exclusively, or associate them with mainstream brands. By being 100% natural and crafted in one of the most important French farming regions in a Biorefinery platform, Naturein Wheat Peptides answers all consumer requests looking for a clean product that is not only good for the consumer, but also for the environment. A perfect alternative to cationic guar, it acts as a conditioner to smooth and detangle the hair.

Amandine Scandolera, Ph.D, Head of Biological Evaluation said: “Cationic guar is the most used chemical ingredient in the hair care market. To prove the effectiveness of our natural asset, we opted for tests that put Naturein Wheat Peptides in competition with cationic guar. Results prove that it is more effective in record time. All clinical tests carried out on a hundred people demonstrate the excellence of Naturein Wheat Peptides.”

Clinical tests have been further enhanced by a hair care expert who evaluated the impact of Naturein Wheat Peptides on wet and dry hair. The results show that 3% of the wheat peptides extract significantly improved (+20%) the detangling on wet hair (versus +15% with 0.3% cationic guar). In addition, it significantly improves (+22%) the combing and smoothness of dry hair (versus 5% with 0.3% cationic guar). Two effective results have also been perceived by the panel during clinical tests. In fact, 80% think that their hair does feel good (versus 40% placebo) and 70% think that their hair is easier to untangle (versus 45% placebo) after applying the active product.

To inspire the beauty industry, our formulation experts crafted MEU.Hair, a leave-in conditioning spray powered by Naturein Wheat Peptides and ResistHyal®, the ultimate hair beauty enhancer. This tailor-made experience for natural hair care is mixed with Buruti and Moringa oils for repair and Saffron flower and guarana extract to strengthen the hair.

Customers will have the opportunity to discover Naturein Wheat Peptides at our booth H30 during in-cosmetics Latin America in Sấo Paulo from 18-19 September.