On September 22, 2026, specialty chemical company Clariant announced the launch of Genadvance Revive, a new functional hair care ingredient designed to combine repair and heat styling. The ingredient is activated by heat and helps repair hair damaged by bleaching, coloring or environmental stress.
According to the company’s press release, Genadvance Revive can be applied in both rinse-off and leave-on formulations. The ingredient, once activated by heat, interacts with the hair’s keratin structure to seal damaged cuticles and protect the hair surface. Instrumental testing on bleached tresses demonstrated a 47% reduction of friction and a 52% reduction in energy required for combing. Further, the ingredient was shown to improve hair protein integrity by 12%.
“What sets Genadvance Revive apart is its unique cuticle-sealing mechanism that works with heat styling tools to repair hair from within while doing something already embedded in routines,” said Petra Kudla, global marketing manager for hair care and care chemicals at Clariant. “Consumers no longer want to choose between beautiful hair and healthy hair. With Genadvance Revive, they don’t have to. Styling and repair happen together.”
Clariant will showcase the new Genadvance Revive active at in-cosmetics Latin America 2026 in São Paulo, Brazil.
