What consumers want (Now)

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Skincare-inspired haircare

Consumers look for familiar skincare actives in haircare and many will pay more for them

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Strengthening & repair

Searches for “hair structure/cuticle/cortex” are rising, signaling demand for integrity and repair.

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Hair‑type drives choice

Gen Z, especially, shops by hair type and porosity, expecting tailored solutions

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Clarity = premium

Clear, stable formats read as “clean” and high quality.

The 7 Touchpoints

Hair care isn’t experienced all at once, it’s judged moment by moment.

From first impression to next‑day feel, consumers continuously judge performance, quality, and care. Designing for these moments turns formulas into experiences they return to.

 

Explore the Full Hair Care Journey

“Does this get my hair?” In a crowded market, consumers look for instant signals that a product understands their hair type, needs, and values — before they ever touch it.

“Quality you can feel before you use it.” Texture, clarity, and flow set expectations fast. This moment quietly tells consumers whether a formula feels premium, intentional, and worth trusting.

“Performance, experienced in real time.” For some, foam signals efficacy. For others, its absence signals gentleness. Lather is where belief in the product is either confirmed — or questioned.

“Results start showing early.” Slip, softness, and detangling during rinse‑off shape how effective a product feels, long before hair is dry.

“Can my hair move, glide, and behave?” This is where performance becomes tangible. Hair should detangle easily and show signs of strength — without residue or drag.

“Style without compromise.” Consumers want control, definition, and protection — especially when heat is involved — without sacrificing hair health or natural movement.

“Does it still feel good tomorrow?” Lasting freshness, frizz control, and scalp comfort define long‑term satisfaction and determine whether a product earns repeat use.

60%

Of US consumers look for ingredients that they know from their skincare products in their haircare products.

56%

Of Brazilians rank “enhances hair strength” as the most important feature when choosing haircare products.

46%

Of Chinese haircare users will pay more for haircare products that contain skincare ingredients.

70%

Of Australians consider green claims when purchasing beauty and haircare products.

45%

Of UK adults have textured hair while straight hair remains the most common type.

# References upon request

Meet the hair types

Today’s shoppers know their hair’s needs

Straight – Landscape 818×550

Type 1 – Straight

Smooth, no curl, can be fine or thick.

43% don’t use a scalp treatment because they think they don’t need them.

Key needs: Oil control, volume, lightweight hydration

Focus on oil control and lightweight hydration that delivers visible volume without residue, positioning scalp care as a simple, weightless step to keep roots fresh and hair fuller for longer.

Wavy – Landscape 818×550

Type 2 – Wavy

Loose S-shaped waves, prone to frizz.

68% buy mass market haircare/styling brands.

Key needs: Frizz control, definition, hydration

Focus on accessible formulas that deliver frizz control and hydration while enhancing natural wave definition.

Curly – Landscape 818×550

Type 3 – Curly

Defined curls, springy, can be fine or coarse.

51% say they struggle to find styling advice for their hair style and have a preference for premium

Key needs: Moisture, curl definition, anti-shrinkage, frizz control

Position as an expert partner that delivers deep moisture, defined curls, and frizz control while addressing shrinkage backed by premium formulas and clear styling guidance.

Coily – Landscape 818×550

Type 4 – Coily

Tight coils, very fragile, high shrinkage

36% say they have experienced frizzy hair in the last 12 months.

Key needs: Intense hydration, breakage prevention, scalp care, protective styling

Focus on intensive hydration, breakage prevention, and scalp care, supporting protective styling and reducing frizz for stronger, healthier‑looking coils.

Across hair types, textures, and regions

Strengthening and repair are universal hair needs

By binding to the damaged sites, GENENCARE® OSMS BA natural betaine can help strengthen the internal structure of hair to reduce internal damage and would work for all hair types.

Go to ingredient

For hair that falls flat, shine can be hard to come by

Beyond its conditioning benefits, tests using a standard SLES/CAPB shampoo base clearly showed that AURIST™ AGC improves hair fluffiness and glossiness for hair type 1.

AURIST™ AGC enhances hair mobility by reducing entanglement through its film‑forming properties, allowing the hair to move more freely.

At the same time, AURIST™ AGC improves gloss by helping align the hair cuticles; this smoother cuticle structure reflects light more effectively, giving hair a shinier, healthier appearance.

Go to Ingredient
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Sensory cues strongly influences perceived quality and satisfaction

Consumers expect a feel that is both substantial and refined, with a smooth, cohesive flow that conveys indulgence, confidence, and care at first touch.

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Texture

Uniform texture without lumps or separation reassures consumers about formulation integrity.

Formulation at low pH

Color

Clear formulations often signal high quality, stability, and “clean beauty”.

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Viscosity

The right viscosity can help convey luxury and concentrated benefits – heavily dependent on type of use.

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Dispensing

Product that dispenses smoothly without splattering or clogging signals precision and care.

The Result is Clear

Clarity That Needs No Explanation

In haircare, transparency has long been a signal of premium quality and formulation confidence. But achieving clear formulas hasn’t been simple. Traditional cationic solutions are often difficult to work with and limit compatibility.

QUARTZ was created to change that.

Built on AURIST™ AGC, a novel cationic conditioning polymer, QUARTZ enables clear, natural haircare formulations without compromising stability, compatibility, or sensorial performance.

Because when the formula is right, there’s nothing to hide.

Go to Formulations