If a hair styling product does not deliver the performance and sensory qualities desired, and at an affordable price, consumers will not repurchase the product even if it contains desirable all-natural ingredients. Extensive laboratory and prototype testing demonstrate that hair care products formulated with MaizeCare Style Polymer deliver both performance and sensory benefits that are comparable to, or better than, hair styling formulations using either a synthetic PVP fixative or commercially available natural alternatives. IOTA is providing another alternative to formulators who desire sustainably produced, biobased ingredients like MaizeCare Style. 

This non-GMO bio-based corn starch responds to the styling and sensorial needs of consumers, offering superior humidity resistance, curl retention and frizz control. In formulation MaizeCare Style acts as a filmformer and styling aid that can range from superior stiffness to soft-touch styling. Formulated into gels, waxes, creams or sprays, this easy-to-use powder has proven to be effective in both all-natural hair styling formulations and synthetic formulations designed for enhanced performance.

Additional testing has shown that MaizeCare Style is readily biodegradable and compatible with a wide range of commonly used natural and synthetic hair styling ingredients, including natural and synthetic oils, butters, preservatives and rheology modifiers. When combined with a silicone, MaizeCare Style offers additional benefits such as increased volume, improved sensory and enhanced healthylooking hair after treatment. MaizeCare Style Polymer has recently been certified COSMOS by Eco-Cert.