From quick-dry claims to multi-ethnic performance, today’s hair care consumers expect hydration, shine, protection, and sensoriality; all in one. Textured hair, time-saving routines, and clean beauty credentials are no longer nice-to-haves. They’re non-negotiables.

💡 At our booth, we’re showcasing the top hair care trends shaping the future of the category, plus inspirational ideas to help you turn these insights into winning product concepts.

And that’s where Covertrix comes in.

A cutting-edge active designed to meet today’s multifunctional demands, Covertrix interacts directly with the hair fiber to protect against daily damage delivering visible results across all hair types.

At the heart of its performance is Amaranth seed extract (aka kiwicha or “love-lies-bleeding”), a powerful botanical long associated with resilience and beauty. This ingredient is carefully extracted through enzymatic hydrolysis and embedded into a 3D biopolymer matrix, enhanced with lysine and PCA glyceryl oleate to boost strength, hydration, and shine.

Tested across a multi-ethnic panel (Types I–VII), Covertrix offers 4 key benefits:

• Stronger Hair: Improves breakage resistance & durability
• Shine & Softness: Smooths fibers, reduces friction & enhances manageability
• Long-lasting Moisture: Locks in hydration
• Quick-Dry Effect: Speeds up blow- & air-drying for time-saving styling

100% natural origin (ISO 16128), COSMOS-approved, halal-certified, and vegan compliant, Covertrix merges biomechanics and sensorial performance to power next-gen hair care launches.

📍 Stop by booth 626 to experience the full story and ask for the Hair Care Trend Deck to inspire your next innovation.

At your service: [email protected]