The Swiss chemicals company Clariant has launched Genadvance Revive, a hair care ingredient designed to combine hair repair with heat styling. The company stated that the 100 per cent active ingredient is activated by heat. It helps to repair hair damaged by bleaching, colouring or environmental factors whilst blow-drying or straightening. This harnesses the heat generated during styling for hair care. The ingredient also improves the hair’s protein structure. Genadvance Revive can be used in both rinse-out and leave-in formulations.

Hairdryer activates repair process

According to Clariant, this development is a response to growing demand for hair repair products. 65 per cent of women regularly use heat-styling tools and, at the same time, want healthier hair and professional-quality repair results at home. Furthermore, one in four posts by hair influencers now highlights ‘repairing hair damage’ as a key promise. The market for hair restoration is expected to almost triple by 2032. When using Genadvance Revive, the heat from a hairdryer or styling tools activates the active ingredient, allowing it to react with the hair’s keratin structure. This seals damaged cuticle layers, protects the hair’s surface and supports the restoration of stronger, smoother hair.

Less friction when combing

According to Clariant, tests on bleached hair showed that Genadvance Revive significantly reduced friction and the effort required for combing. Furthermore, increased hair shine was observed with repeated use. Straightened hair also retained its shape better and showed less frizz, even in high humidity. “Consumers no longer have to choose between beautiful and healthy hair,” said Clariant marketing manager Petra Kudla. The ingredient, which is suitable for both professional and consumer hair care, is derived from olive and rapeseed oil and can be easily incorporated into modern formulations.