Inclusivity is at the front and center of every social and business circle but especially in beauty, whose fundamental essence is defined by diversity. Croda Inc. took this to heart in recent studies exploring the effects of its gluten-free and vegan keratin ingredient for textured hair.
Keramatch V (INCI: Water (Aqua) (and) Hydrolyzed Pea Protein (and) Hydrolyzed Vegetable Protein), as previously described, was designed to serve the needs of conscious consumers. By balancing the right amino acid profile from different plant sources, it was shown to be equal to, if not more effective than, animal-derived keratin for hair repair benefits.
More recently, the company explored the ability of the ingredient to strengthen and soften textured hair, which it successfully achieved without protein build-up. Donna Petretti, marketing manager for Croda Inc. (pictured), explains in this product podcast.