As the pandemic brought the closure of shops and beauty salons, consumers faced involuntary hair detoxification. A new approach to hair care emerged. This additional time spent with hair products turned what was a routine, into a self-care ritual.
 
As consumers become increasingly concerned with health-related habits, a desire emerges, not only to be healthy, but also to create attention. The time dedicated to hair care is no longer just a routine and has evolved into a self-care ritual, increasing the need to raise consumer knowledge to another level, with information that goes beyond hair types or shapes.

A survey by Google Trends shows that, globally, haircare products are the most searched beauty-related category and that simplified beauty routines are the new frontier in delivering sustainability and practicality for the introduction of this new ritual.

The need to repair or prevent damage is so relevant that the hair restoration market is expected to generate global revenue of USD 12.2 billion by 2026. This share is not only focused on the professional treatment setting, but also on consumers' homes and on men’s grooming products market, with an estimated CAGR of 4.6% per year.

For this new challenge, Chemyunion has developed Restart PRO, an active ingredient that works through repair mechanisms and proactive protection of chemically damaged hair in three simultaneous steps:

1-    Covalent reaction with both amino (-NH2) and sulfhydryl or thiol (-SH) groups of hair keratin through AZA-Michael and Michael type reactions.
2-    A high-density crosslinking process involving ion-dipole, hydrogen bonding, and dipole-dipole intermolecular interactions.
3-    Formation of a build-up-free external coating that improves the sensory properties of the hair.
 
Restart PRO’s benefits take hair care to the next level, which has been proven by numerous tests that demonstrated increased strength during or after the bleaching process, as well as enhanced feel, shine, and combing strength. For example, African American hair locks have been subjected to two bleaching processes followed by a shampoo and conditioner wash treatment in three groups: Control, benchmark, and Restart PRO.
After the treatment, the hair’s tensile strength was measured considering the diameter of the fibers as shown below:

The benefits of Restart PRO go beyond:

·      Protects hair from aggressive chemical treatments such as bleaching;
·      Increases the strength of chemically damaged hair by up to 9.9%;
·      Repairs chemically damaged hair, increasing its strength by up to 25.3%;
·      Forms a protective barrier on the hair, with no build-up effect;
·      Enhances hair combability by 19.5%;
·      Improves shine up to 29%, protecting the cuticle from aggressive chemical damage;
·      Features protective and repairing action against aggressive chemical procedures such as bleaching;
·      Compared to virgin hair, protects up to 89% of the hair’s strength;
·      Compared to virgin hair, repairs up to 92% of hair damage.
·      100% natural origin, it meets vegan requirements, GMO-free and preservative-free
 
Discover Restart PRO and create formulation for the repair and protection of chemically treated hair. Learn more and request a sample at:  chemyunion.com/en/hair-care/restart-pro