In subsequent testing, IOTA compared the new cornstarch to similar products on store shelves to determine how it would perform in consumer styling applications. To highlight its formulation flexibility, IOTA developed a series of prototypes to test its performance and compatibility with other widely used hair styling ingredients.
The first prototype, “Stay My Way,” is a styling wax inspired by popular commercial hair waxes that use PVP as the setting polymer.
Sunflower oil and hydrolyzed cornstarch were added to the prototype formula in an effort to appeal to consumers who want more natural ingredients in their hair styling products. In addition, Polyox™ WSR-301 is added to provide a unique elastic fiber-like texture.
IOTA tested the curl retention properties of Stay My Way Styling Wax in 1% and 3% hydrolyzed cornstarch and compared it to competing products, including:
Identical formulation without fixed polymer.
Same recipe with 3% effective PVP
Same formula with 3% competitive hydrolyzed cornstarch
Benchmark of popular commercial styling waxes with PVP and polyacrylate 2 crosspolymers.
Average curl retention percentage after eight hours at 80% relative humidity using a humidity chamber is provided. Results showed that all products tested had similar curl retention properties, with the hydrolyzed cornstarch “Stay my Way” prototype providing greater moisture resistance and longer-lasting curl.
