Is Keratin suitable for vegans? Providing cosmetic solutions for vegan-conscious consumers.
In the ever-evolving world of beauty and personal care, a significant shift towards cruelty-free, vegan products is underway. This trend is particularly prominent in the hair care segment, where plant-based alternatives to keratin are gaining popularity.
Keratin, an essential protein in the structure of hair, offers numerous benefits such as stronger hair, enhanced appearance, increased elasticity, added shine, protection against environmental factors, and repair of damaged hair. However, as it is derived from animals, it is not vegan.
Enter the era of vegan keratin. By using plant-derived protein complexes that mimic natural keratin’s structure and function, these innovative products provide the same smoothing and strengthening benefits as traditional keratin treatments, but without any animal-derived ingredients.
One such plant-based protein complex is referred to as vegetable (veg) keratin, specifically formulated for hair health. Other common plant-based ingredients complementing or replacing keratin include hydrolyzed plant proteins from sources like wheat, soy, oat, and rice. These provide similar amino acid benefits to keratin, strengthening and smoothing hair fibers.
Plant oils such as jojoba oil and squalane derived from sugarcane or olives, and plant waxes like candelilla wax, are also used to mimic keratin’s protective, strengthening, and smoothing effects on hair and skin. Some vegan formulations even include plant-based collagen alternatives to boost hair elasticity and strength.
Active ingredients such as KERARICETM act as a keratin protector and strengthen hair in vegan keratin treatments. Cosmetic brands are using rice and wheat to generate plant-based proteins for these treatments.
The rise of vegan keratin products can be attributed to the increasing demand for cruelty-free beauty. In 2020, 67% of Gen Z would stop using brands that use unethical practices, and 55% only use cruelty-free products. The COVID-19 pandemic has further emphasized this prioritization, with concerns about animal welfare and the environment coming to the fore.
Indeed, between 2013 and 2018, there was a 175% growth in vegan cosmetic launches. Last year, 'vegan' was among the top five claims within the natural/organic BPC market. Third-party vegan cosmetic certifications have become crucial for successful formulas in the vegan market.
The rhodiola complex is another plant-based ingredient used in some hair care products for holistic hair care and fighting hair follicle miniaturization and hair loss. This further underscores the industry's focus on natural, plant-based claims as the new key brand differentiator.
As the beauty industry continues to evolve, the demand for vegan keratin products is expected to grow. These plant-based alternatives offer a sustainable, cruelty-free solution for maintaining healthy, beautiful hair.
- In vegan keratin treatments, active ingredients like KERARICETM protect and strengthen hair, with some cosmetic brands generating plant-based proteins from rice and wheat for these treatments.
- The growth in vegan cosmetic launches between 2013 and 2018 saw a staggering 175%, due in part to the increasing demand for cruelty-free beauty, particularly among Gen Z.
- Plant-based ingredients, such as the rhodiola complex, are being used in hair care products for holistic hair care and to combat hair follicle miniaturization and hair loss, further emphasizing the beauty industry's focus on natural, plant-based claims.
- Clean beauty advocates embrace a holistic lifestyle, including skin-care, nutrition, fitness-and-exercise, health-and-wellness, fashion-and-beauty, and are increasingly drawn to plant-based alternatives like vegan keratin for their hair care needs.
