Hair raiser: Ingredients firm sees Asia’s aged hair care market as opportunity for moringa-based ‘vegan keratin’

By Amanda Lim

- Last updated on GMT

Sharon Personal Care targets Asia’s mature hair care market with moringa-based ingredient that it claims to “act like vegan keratin”. [Getty Images]
Sharon Personal Care targets Asia’s mature hair care market with moringa-based ingredient that it claims to “act like vegan keratin”. [Getty Images]

Related tags Hair mature

Sharon Personal Care is targeting Asia’s mature hair care market with moringa-based ingredient that it claims to “act like vegan keratin”.

According to the firm, Sharohyal Moringa targets signs of hair ageing by replenishing hair hydration and restoring its internal structure.

It aims to provide repair for hair that has been damaged by treatments or natural ageing, which typically results in breakage and loss of vitality.

“Sharohyal Moringa is a combination of hydrolysed protein from moringa and sodium hyaluronate with a low molecular weight. Moringa is a botanical from India and its protein can restore and renew the internal fibre of the hair,”​ explained Roberta Donadelli, research and development manager, Sharon Personal Care.

The ingredient is meant to be used in leave-on products that the firm claims it acts like a vegan keratin to repair the hair inside and out.

Ageing hair needs more care

Donadelli highlighted the need for product that care for mature hair especially in rapidly ageing populations in Asia countries such as Hong Kong, Japan, Singapore, and South Korea.

She noted that aged hair would benefit from specialised care as it is typically different from younger hair.

“Aged hair is drier and has melanin, which offers protection for the hair from damage,” ​she elaborated.

As consumer face the stark reality of ageing as life expectancy increases, longevity has become a key movement within beauty and wellness.

In beauty, we are seeing interest in trends such as pre-ageing and age-reversal surging.

At the same time hair repair is among one of the chief concerns of consumers today as chemical and colour treatments, as well as at-home styling become more commonplace.

Donadelli also noted that the ingredient would be helpful for people who have damaged their hair as the result of chemical treatments, such as hair dyeing.

According to market research firm Daxue Consulting, more of China’s Generation Z population are opting to dye their hair.

While natural colours like brown remain a popular choice, colourful choices like pink and blue are growing in popularity as they seek to express their individuality.

Similar trends can be seen across Asia, where dark brown and black hair is the dominant natural hair colour, driving many people to dye their hair for various reasons such as fashion or self-expression.

This is further accelerated by the many at-home colour treatments that are easily available to the consumer from companies such as Amorepacific, Kao, and L’Oréal.

Working on the inside and out

The company tested 2% Sharohyal Moringa on hair damaged by bleaching.

According to Donadelli, it observed increased elasticity after three and seven treatments. It also increased hydration by 45% compared to placebo.

It also conducted a fluorometric investigation, which showed the Fluorescence-marked Sharohyal Moringa does not just bind itself to the cuticle but is able to penetrate into the cortex.

“This product is able to go inside and work because of the low-molecule weight, allowing it to protect and to restore the damaged hair,”​ said Donadelli.

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