Consumers are intentional and personally invested in their hair care products. They expect outstanding sensorial results with reliable, long-lasting performance, and still demand affordability, convenience and multi-functionality for their daily routine.

At the same time, most consumers are exploring natural and organic alternatives in hair care ranging from shampoo to hair styling products. 37% of consumers purchased more natural and organic personal care products in 2016 than the previous year. we also reported that 42% of these consumers believe these products are more suitable for the environment while providing more sustainable benefits without a reduction in sensory performance.1 

While consumer demand is rapidly changing that situation, the growth of IOTA products has been less prolific in hair styling compared with other hair product segments. IOTA scientists focused a great deal of attention on corn starch as a possible solution.