Feel your hair. Go ahead, run your fingers through it. Toss it from side to side. Do you feel that? Every woman wants their hair to feel voluminous, soft, and most importantly, healthy. Over the past decade, women have been able to see an increase in the overall health of their hair through natural, organic hair care products; products formulated without parabens, synthetic fragrances, phthalates and oxybenzone. Since 2005, media campaigns have been linking these toxins and chemicals to major health issues, sparking the steady shift towards natural products within the health and beauty field, hair care being no exception. Some consumers may be asking themselves why it even matters, switching from chemically treated products to natural products. You may think the automatic answer is for your health. Sure, that’s one answer. The other answer? Your hair’s health.
Think back to the last time you used a non-natural product in your hair. What were the side effects? Many consumers experience dryness, scalp irritation, and brittle hair over time with usage of their artificial hair care products. Worse than the physical side effects are the internal effects they could be having upon your body. Advocacy groups such as the Campaign for Safe Cosmetics and the Environmental Working Group have linked synthetic ingredients to everything from allergies to endocrine disruption to even worse, cancer. As awareness of these studies spread, consumers were quickly rejecting products filled with parabens, sulfate, and other harmful chemicals in order to opt for more natural ingredients within their products. This rejection of harmful chemicals became the catalyst for many brands’ “paraben free” repositioning; this movement becoming one of the most significant triggers behind safety and purity within the hair care industry; however, what consumers don’t realize is that these symptoms they experience aren’t always because of the ingredients. These symptoms could easily be attributed to over washing of your hair or your body’s natural sensitivity kicking in.
With the modern woman growing up around the Internet and its infinite knowledge, they have taken power within their own hands and researched products, along with their ingredients in order to understand them and what they do. Many consumers were filled with fear; fearful of what effects these ingredients can have within their bodies, but consumer perceptions are changing to embrace environmentally sustainable and natural products that can deliver results without the use of chemicals or toxins. What does this mean exactly? Thanks to emerging research, consumer advocacy campaigns and—perhaps most importantly—retail expertise and education initiatives, consumers were using the power of knowledge to understand the real science behind their hair care products.
Women weren’t looking for all natural or organic products to only stay away from the allegations of life threatening cancers and illnesses. They were looking to all natural ingredients because science gave them a reason to. Understanding that ingredients like argan oil, soothing aloe vera, fig seed oil, milk thistle extract, Moroccan rose oil, and many more natural elements like these were providing the moisture and nourishment hair needed, scientifically. Consumers were used to picking up products from the shelves without taking the time to read the ingredients on the back. Without taking into consideration as to what their specific hair needed in order to remain healthy and vibrant.
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73 percent of millennial women seek out cleaner, all-natural, scientifically backed products. Have you made the switch yet?