A few years ago, terms like eco-friendly, sustainability and traceability were not part of consumer vocabulary when it came to cosmetics. These now familiar concepts are the driving forces behind the growth of the natural cosmetics market. Naturex is tapping into this trend with a new technology for hair care products.

Natural Deep Eutectic Solvents (NaDES) are a type of natural solvent that reproduce the plants’ intracellular environment. Leading the way in the development of this cutting-edge technology, last year Naturex launched a patented extraction process called Eutectigenesis, which consists of extracting the active compounds of the plant through the formation of NaDES. The obtained “Eutectys” compounds show augmented phytoactive profiles and improved performance. 

For the first time, Naturex is expanding the Eutectys technology to hair care, and will be showcasing two brand new active.

The Horesetail Eutectigenesis-obtained extract is rich in phenolic compounds and demonstrates impressive anti-frizz and radiance activities. Tested on curly human hair, Horsetail Eutectys BLA demonstrates the ability to substantially reduce frizziness, said the company.

Meanwhile, saffron flower is a well-known spice with recognized cosmetic benefits. Eutectigenesis gives this extract a wider and richer spectrum of actives. Saffron flower Eutectys BLA is the ideal active to increase hair manageability and suppleness, said the company.

By reducing friction, this ingredient ensures easy-to-tame hair and eases combing.

More info: www.naturex.com