Skincare-inspired haircare
Consumers look for familiar skincare actives in haircare and many will pay more for them
What consumers want (Now)
Strengthening & repair
Searches for “hair structure/cuticle/cortex” are rising, signaling demand for integrity and repair.
Hair‑type drives choice
Gen Z, especially, shops by hair type and porosity, expecting tailored solutions
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.
“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
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.
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.
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.
Texture
Uniform texture without lumps or separation reassures consumers about formulation integrity.
Color
Clear formulations often signal high quality, stability, and “clean beauty”.
Viscosity
The right viscosity can help convey luxury and concentrated benefits – heavily dependent on type of use.
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.
