Consumers are intentionally and personally investing in hair care products. They want great sensory results and reliable, long-lasting performance, but still need affordability, convenience and versatility in their daily lives.
At the same time, most consumers are exploring natural and organic alternatives from shampoo to hair products. In 2016, 37% of consumers purchased more natural and organic personal care products than the previous year. We also report that 42% of consumers believe these products are better for the environment while providing more sustainable benefits without compromising sensory performance.
Although consumer demand is rapidly changing this situation, IOTA products are not growing as much in hair care compared to other hair care product categories. IOTA scientists have focused a lot of attention on cornstarch as a possible solution.
