Consumers seeking healthier options are turning to vegan smoothies, but is this drinkable delicacy truly viable?
In the ever-evolving beauty and personal care sector, the demand for natural and vegetable formulas has become a key differentiator. This is particularly true for vegan straightening products, which are gaining popularity as an alternative to traditional products containing animal-derived ingredients.
One of the primary reasons for this shift is the growing consciousness among consumers. They are increasingly seeking cruelty-free products that not only improve hair health but also eschew animal-derived ingredients. This trend is especially prevalent among Generation Z consumers, who prioritize ethical and environmentally friendly practices.
Over the past few years, this shift towards vegan cosmetics has been significant. Between 2013 and 2018, the consumption of vegan cosmetics experienced a staggering 175% growth. In 2020, 45% of American consumers preferred vegan ingredients when buying hair care products, according to Mintel. The previous year saw 'vegan' at the forefront of beauty and body care products, further underscoring the trend.
However, the formulation of vegan straightening products presents a unique challenge. Keratin, a protein naturally found in hair, is crucial for maintaining hair's strength, elasticity, softness, and shine. Unfortunately, keratin is of animal origin, making it a challenge to source plant-based alternatives.
Traditionally, keratin was sourced from animal hooves, feathers, horns, and other parts. However, with the rise of veganism and the demand for cruelty-free products, synthetic alternatives have become necessary. Amino acids extracted from cereals like rice or wheat can be synthesized to create hydrolyzed proteins as an alternative to vegan keratin.
Despite the efforts to develop synthetic, vegan keratin for hair care products, no relevant information about companies currently doing so was found in the search results. Regardless, consumers are seeking to stimulate keratin production using natural hair care ingredients.
It's worth noting that natural keratin in hair can be reduced due to heat, chemicals, aggressive product treatments, and other environmental stressors. Consuming products like lean meat, legumes, eggs, cannabis, or nuts can help increase keratin production.
The COVID-19 pandemic has further emphasized the prioritization of cruelty-free products. Concerns about animal welfare and its relation to the environment have led many consumers to reconsider their choices. As a result, the demand for cruelty-free beauty products, including vegan straightening, continues to increase.
In conclusion, the beauty and personal care market is witnessing a shift towards vegan products, with vegan straightening products being a significant part of this trend. As consumers continue to prioritize cruelty-free and natural products, it's likely that the demand for vegan alternatives will continue to grow.
