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    • Slide 3
    Back to Overview Concepts

    Natural Styling

    Great hairstyles come naturally

    Never before have people been so aware of nature’s bounties for personal care – natural hairstyling comes to consumers who want to avoid harsh ingredients and care for the environment. Eco-labels and alternative, natural and clean ingredients enable haircare products that fulfil these desires. At BASF, we have identified seven qualities people look for in natural personal care:

    • Green & clean
    • More natural ingredients
    • No microplastic
    • RSPO-certified palm oil
    • Ethical, sustainable sourcing
    • Reduced carbon footprint
    • Reduced waste & packaging – or no packaging

    In a 2019 market survey*, three main consumer demands stood out for haircare products: natural, clean, low environmental impact. These findings further confirm the global trend toward “Green Beauty” – people want truly natural and eco-friendly products. Take advantage of our Natural Styling concept to develop formulations that fulfil this growing demand.

    *Source: Lightspeed/Mintel, 741 female Internet users aged 16+ in UK, December 2019.

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