The coronavirus outbreak has made us lock ourselves up in our homes and placed on hold many beauty treatments, including our visits to salons. Without regular trims, hair can become overly dry and frizzy. As masking is one of the easiest things we can do at home to make our hair look healthier, people started to incorporate a once-a-week hair treatment into their hair care routine.
The coronavirus outbreak has made us lock ourselves up in our homes and placed on hold many beauty treatments, including our visits to salons. Without regular trims, hair can become overly dry and frizzy. As masking is one of the easiest things we can do at home to make our hair look healthier, people started to incorporate a once-a-week hair treatment into their hair care routine. Per The NPD Group, U.S. prestige hair care sales totaled $300 million in Q1 2021, indicating a 48% year-over-year gain, and hair masks contribute as one of the top performers.
With the help of hair masks, hair becomes shinier and smoother, and is deeply nourished and hydrated. All of these benefits and features make hair masks popular across the globe. According to a market research report from Market Data Forecast, the global hair mask market was calculated at $ 657.7 million in 2021 and is foreseen to arrive at 846.4 million in 2026, with a CAGR of 5.1% from 2021 to 2026.
Just like skin, our hair is also undergoing pandemic-related stress. The hair cycle is divided into three phases: anagen (growth), catagen (regression) and telogen (resting). And these growth cycles can be disrupted by the stress hormone cortisol. Because of the pandemic, people are experiencing a higher level of hair loss and hair thinning. Up until May 2021, Google searches for hair toppers in the US increased by 34.1% in the past 12 months, according to the data science firm Spate, with the topic being searched an average of more than 45.2K times a month.
In a nutshell, consumers are seeking high performance scalp and hair care products that mirror skincare. Brands are encouraged to address hair loss and take a more holistic approach when it comes to creating successful new products. Now, an active ingredient suitable for hair masks that can effectively promote healthier scalp for stronger hair and restore scalp environment to prevent hair thinning, is the tailored made go-to for these combining trends intelligence.
CORUM’s HotFlux® (INCI: Vanillyl Butyl Ether) is a patented ingredient with benefit in stimulating hair growth and preventing hair loss by normalizing and elongating hair growth cycle as well as enhancing microcirculation to bring sufficient nutrition to scalp. Latest studies show that HotFlux® can effectively reduce the secretion of dihydrotestosterone (DHT) and lower the oxidative stress and inflammatory response induced by air pollutants in human hair follicle dermal papilla cells. Its clinical efficacy to mitigate hair thinning has been confirmed with anagen (growth) phase increased by up to 14.4% and telogen (resting) phase being decreased by 14.4% in alopecia condition, representing the recovery to preferred condition of healthier scalp and stronger hair.
It has been successfully applied in hair masks, shampoo and scalp serums globally. It is also a mild and long-lasting warming agent that is perfect for pre-sport warmup, pro-sport soothing, body sliming and body, hand and foot spa warming mask applications.