'Consumers have been using keratin-based products for years, and we are actually seeing a resurgence in new product launches with keratin,' said Donna Petretti, marketing manager for Croda Inc. 'According to Mintel, [these] new product launches grew 30% in 2019 over 2018.'
However, with the new conscious consumer, who is embracing vegan values, animal-based keratin solutions for hair may present a conflict. This driver, among others, led Croda to design its new KeraMatch V hair repair ingredient.
As Petretti explained, it took balancing the right amino acid profile from different plant sources to arrive at a plausible solution. Being sustainable, COSMOS-approved (pending) and gluten-free, the new ingredient, based on hydrolyzed pea and potato protein, was put to the test against animal-based counterparts and proven not only equal, but more effective.