A new ingredient from Ashland aimed at textured hair care is promising faster wetting, improved detangling and reduced rinse times while cutting reliance on heavy oils and silicones.
Easy-Hance Wetting Agent is a nature-derived, biodegradable superwetting ingredient designed for both leave-on and rinse-off hair care systems. The ingredient is positioned to improve how quickly water spreads and penetrates textured hair fibers, helping boost moisturization, smoother fiber alignment and manageability across cleansing and conditioning routines.
According to the company, the ingredient enables faster wetting without requiring high levels of silicones, humectants, emollients or oils, while also shortening rinse time to reduce water consumption and overall wash-day time. The material is compatible with sulfate-free and silicone-free systems and can be used in shampoos, conditioners, conditioning sprays and hair masques.
The company also highlights the ingredient’s low use level and broad formulation compatibility as differentiators for brands looking to deliver enhanced performance claims in textured hair care.
