Croda has examined the world's leading hair care industry in the Asia-Pacific region and identified several trends that could shape international consumer behaviour and product development. Croda emphasised that the APAC region remains a driver of innovation and sets global standards for production and consumer orientation. One of the findings is that the growing use of chemical and thermal treatments at home has significantly increased demand for bond repair technologies. These aim to rebuild damaged hair structures at the molecular level and strengthen keratin fibres. Bonding treatments have spread from salons to the consumer market.

More shine and frizz control

Shiny, smooth hair is considered the ideal of beauty in countries such as China, Japan and South Korea. Demand for silicone-free, natural shine serums is therefore growing significantly. At the same time, the global market for frizz control products to tame frizzy, flyaway hair is expected to grow by seven per cent each year. According to Croda, holistic and preventive approaches to hair loss are also a growth market. Products with ingredients such as ginseng, probiotics and peptides aim to strengthen hair roots and promote healthy hair growth. In general, scepticism towards synthetic additives is growing. Many brands are therefore increasingly focusing on natural ingredients, biotech innovations and sustainable sourcing.

Multifunctional hair oils are trending

According to Croda, time-conscious consumers prefer products that offer multiple benefits at once, including multifunctional serums that combine heat protection, UV protection, care and styling. Natural oils also offer intensive care and shine in just one application. At the same time, more and more consumers expect tailor-made care for their hair type. In Korea and Japan in particular, type-specific product lines are being introduced for more volume or combability. Croda supports brands in translating these trends into products. The company employs more than 5,500 people in 37 countries.