Croda rebrands hair conditioning active to Kerestore 2.0
Biomimetic ingredients are a novel concept in the beauty industry, with many ingredient suppliers backing the technology and it’s potential, particularly as consumers become more informed of their cosmetics products and are also interested in innovation, novelty, value for money and efficacy assurance.
As with Croda’s rebrand, Karen Narey, Marketing Communications coordinator tells CosmeticsDesign-Europe.com that the change to Kerestore 2.0 “better highlights the restoring benefits of its unique biomimetic keratin, plus new data also shows that Kerestore 2.0 also enhances the comb-ability of hair across different hair types.”
The ingredient is a conditioning active, which is proven to offer target repair to the most damaged areas of the hair’s surface.
Croda says it was developed using the most recent advances in proteomics, and that the amino acid sequences of the peptides found in Kerestore 2.0 match those present in the keratin proteins found in cuticular and cortical regions of human hair.
When analysing the hair from root to tip in its own studies, the Yorkshire-based supplier found that the hair surface becomes progressively more anionic from root to tip as the degree of damage increases.
The use of imaging ToF-SIMS shows that the cationic Kerestore 2.0 deposits preferentially at the most damaged areas of the hair’s surface, proving Kerestore 2.0 goes to right where it is needed most; intelligently repairing the hair cuticle.
New combing data
Croda has also released new data to show that the active enhances the comb-ability of hair across different hair types.
The data claims that it provides the conditioning care required to improve the appearance of hair and make combing easier.
In the supplier’s own combing studies, a conditioner containing Kerestore 2.0 at 1% active demonstrated excellent conditioning properties compared to a basic conditioner.
The work required to comb the hair after treatment was reduced in bleached European hair, coloured Asian hair and chemically straightened Latin American hair.