Birch 70% Moisture Boosting Serum 30ml

Those looking for hydrated, smoother-feeling hair or lighter-feeling formulations.

It is commonly used to help ingredients dissolve and to give formulas a soft, glide-on texture. It appears in many leave-in and rinse-off products due to its versatility.

Those looking for products that support moisture balance without heaviness.

It is also commonly used as a solvent to help dissolve other ingredients evenly in a formula. It is well tolerated in most haircare products and contributes to a smooth application feel.

All hair and skin types.

Almost always the first ingredient listed in water-based products.

Dry or dehydrated hair, and many curl and moisture routines.

A very common, well-tolerated humectant used across countless products.

Those looking to improve hydration, softness or manageability in dry or dehydrated hair.

Diglycerin is similar to glycerin but can offer a slightly heavier, longer-lasting hydration effect in formulations. It is commonly used to support smoother, more flexible hair.

Those interested in lightweight, non-greasy formulas that spread easily.

It is also used as a preservative booster to support formula stability.

Those with dry, brittle or damaged hair seeking lightweight hydration.

It is a sugar-derived ingredient valued for its ability to support moisture retention without heaviness. Trehalose is also known for helping protect hair from dehydration during styling or environmental stress.

Those who prefer formulas designed to maintain stability with lower preservative loads.

It is commonly used in modern formulations to enhance overall product stability and texture. It can also contribute mild soothing properties in some formulas.

Anyone who prefers smooth, consistent textures in styling or leave-in products.

It helps formulas stay evenly mixed and glide easily through the hair or onto the scalp. It is widely used because it works in very small amounts and provides reliable texture.

Those looking for added hydration or smoother-feeling hair.

It is also commonly used as a preservative booster to help maintain formula freshness. It is well tolerated in most haircare products.

Anyone using products that rely on precise pH for performance or scalp comfort.

It is commonly used to fine‑tune the pH of gels, creams and serums so they remain effective and feel pleasant on the skin or scalp. Its presence does not affect the texture or finish of the final product for most users.

Those with a sensitive or easily irritated scalp may appreciate its calming effect.

It is widely used in personal care for its comforting feel and compatibility with many formulas. In haircare, it supports a smoother, more comfortable scalp experience.

Those looking for softer, smoother-feeling hair or gentle hydration.

Betaine is a naturally occurring molecule often used to improve hair feel and support moisture retention. It can also help enhance the overall mildness of cleansing formulas.

Those looking for gentle, plant-derived ingredients that offer a refreshing feel.

Cucumber extract is commonly included in formulations for its mild, calming properties and fresh sensory profile.

People looking for gentle styling support or added volume without a heavy feel.

Dextrin is a carbohydrate-based ingredient commonly derived from starch and is widely used for its versatile thickening and film-forming qualities.

Those looking for botanical ingredients that support hair softness and overall conditioning.

Botanical extracts like this one are often included to complement a formula with plant-based benefits or natural positioning. Its specific effects can vary depending on concentration and the overall formulation.

People seeking plant-derived conditioning or soothing ingredients, those with sensitive scalps, and shoppers who prefer botanical extracts.

Botanical extracts vary in composition and effect depending on the plant part and extraction method, and they are often used at low concentrations that contribute to formulation feel, scent or marketing claims. Evening primrose seed oil is a distinct ingredient (rich in fatty acids); the flower extract typically supplies polyphenols and flavonoids rather than high levels of fatty acids.

INCI: Oenothera Biennis Flower Extract. Typical constituents include flavonoids, phenolic compounds and other water-soluble phytochemicals; extraction is commonly aqueous, glycerin or hydroalcoholic. Used in both leave-on and rinse-off hair products for soothing, antioxidant properties and to support hair manageability. As with any botanical, some individuals may experience sensitivity, though reported reactions are uncommon.

Those looking for calming or hydrating botanical ingredients in their haircare.

It is traditionally valued for its moisturising and soothing properties and is used in modern formulations for gentle scalp comfort.

Those looking for added hydration or a softer feel without heaviness.

It is commonly used in both haircare and skincare for its gentle, moisturising and soothing properties. Its film-forming nature can also support a smoother finish.

Most hair types, especially dry or dull hair.

A versatile, well-tolerated conditioning ingredient.

Those seeking gentle hydration or lightweight moisture support.

It is part of the polyhydroxy acid (PHA) family and is known for being mild and suitable for many hair types. It can also support product stability and texture.

Those with a sensitive or easily irritated scalp.

Derived from liquorice root, it is often used to help calm the scalp and support comfortable product use. It can complement other conditioning or scalp‑care ingredients.

Those wanting added nourishment or antioxidant support in their haircare routine.

Tocopherol is commonly included to help protect oils in a formula from oxidising and to offer light conditioning benefits. It is widely used in both skincare and haircare products.

Those with dry, dehydrated or coarse hair seeking added softness and moisture retention.

It is the salt form of hyaluronic acid and is widely used because it can hold many times its weight in water. In haircare, it helps support smoother, more manageable strands without adding heaviness.

People seeking added hydration, softness, or improved manageability in dry or damaged hair.

Its positive charge helps it bond lightly to the hair surface, offering longer-lasting conditioning than standard hyaluronic acid. It is commonly used in leave-in and smoothing formulas.

Those seeking improved hydration, smoothness or softness in dry or coarse hair.

It offers longer-lasting moisture retention than standard hyaluronic acid and can help reduce frizz by supporting the hair’s moisture balance.

Those seeking added hydration, smoother hair feel or help with dryness.

Its smaller molecular size allows for easier absorption compared with standard hyaluronic acid. It is commonly used in lightweight hydrating formulas across skincare and haircare.

Those with dry, coarse or dehydrated hair, or anyone seeking added moisture without weight.

It is used in many hair and skin formulas because it can bind water and support a smoother feel. Different molecular weights may offer surface hydration or deeper penetration into the hair fibre.

Those looking to improve hair hydration, softness, or manageability.

Its crosslinked structure allows for slower moisture release, helping hair feel hydrated for longer. It is often used in lightweight formulas that aim to boost smoothness without adding weight.

People looking to boost hydration, improve softness or support scalp comfort.

Its smaller molecular size allows it to absorb more easily than standard hyaluronic acid. It is commonly used in both haircare and skincare for lightweight moisture.

People who want formulas that perform consistently in hard-water environments.

It is a plant-derived option often used as a gentler alternative to traditional chelators. It can also support the effectiveness of preservatives and surfactants.

Those interested in gentle preservation systems or sensitive scalps may find it relevant.

It is often paired with other preservatives to improve their effectiveness while allowing for lower usage levels. It also has light moisturising and conditioning properties.