Eye Serum 30ml

All hair and skin types.

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

Those wanting lightweight hydration without heaviness.

It is often used as a gentle alternative to glycol-based humectants and can also help improve product texture and absorption.

Frizz-prone, coarse or dry hair wanting a smooth, glossy finish.

Some people prefer silicone-free formulas, especially for certain curl routines. It is widely used and helpful in many smoothing products.

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

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

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 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 looking for smoother, more manageable hair or richer, creamier product textures.

Despite the name, fatty alcohols are moisturising and conditioning rather than drying. They also help stabilise and thicken many haircare formulas.

Frizz-prone, coarse or dry hair wanting a smooth, glossy finish.

Some people prefer silicone-free formulas, especially for certain curl routines. It is widely used and helpful in many smoothing products.

Those who enjoy botanical ingredients or products with gentle plant-based supportive extracts.

This extract is often included at low levels to complement a formula’s sensory profile or overall conditioning blend.

Those who prefer products with a creamy, uniform texture.

It is commonly used in conditioners and styling products to keep formulas consistent and easy to apply. It also supports even distribution of other ingredients through the hair.

Those who prefer products with a rich, gel-like texture or improved spreadability.

It is widely used in gels, creams and styling products to help keep ingredients evenly dispersed. It can also support formula pH adjustment and enhance product feel.

Those looking for added conditioning support or antioxidant benefits in their haircare.

It is commonly used because it is more stable than pure vitamin E while still offering similar benefits. It appears in many leave-in and rinse-off formulations.

Most hair and scalp types, including those wanting a gentle feel.

A popular botanical used across many gentle and moisturising products.

Those looking for botanical ingredients that help support hair softness or scalp comfort.

It is commonly included for its naturally occurring antioxidants and soothing properties. Its role varies depending on formulation and concentration.

Those interested in plant-based ingredients or formulas aimed at supporting hair and scalp comfort.

Cranberry extract is often included to help support the overall feel and performance of a formula through its natural antioxidants. Its exact benefits can vary depending on how it is processed and used within a product.

Those who prefer products with a smooth, consistent texture.

It is commonly used to keep creamy or lotion-like products uniform and easy to spread. It also supports the performance of conditioning or moisturising agents by helping them stay evenly dispersed.

Those who enjoy luminous or light-reflective finishes in styling or colouring products.

It is a mineral powder widely used in cosmetics for its reflective properties. In haircare, it is typically present in small amounts for visual effect rather than performance.

Those looking for added softness, shine, or nourishment in dry or coarse hair.

It is commonly used as a lightweight conditioning oil in many haircare formulas. It can also support the spreadability of styling and treatment products.

Those who enjoy naturally derived citrus fragrances in their haircare routine.

As a citrus essential oil, it is mainly used for its aroma and may also offer a refreshing sensory experience. Like many essential oils, it is used in small amounts within balanced formulas.

People who enjoy a scented product.

Fragrance preference is personal. Some people prefer fragrance-free formulas by choice.

Those who enjoy subtly scented haircare products.

It is one of the fragrance components that must be listed separately when present above certain levels. People with known fragrance sensitivities may choose to monitor for it.

A fragrance component that must be listed separately on labels because a minority of people can be sensitive to it. Its presence is normal, required disclosure and is not a quality signal.

A fragrance component that must be listed separately on labels because a minority of people can be sensitive to it. Its presence is normal, required disclosure and is not a quality signal.

Those in hard-water areas who want shampoos and conditioners to rinse more cleanly.

Chelating agents can support formula consistency and help prevent minerals from depositing on the hair or interfering with product texture. They are widely used in many rinse-off and leave-in formulations.

Those interested in how a product maintains stability and performance may find this ingredient relevant.

It is commonly used in small amounts to help products stay within an effective pH range. Its presence supports formulation texture and consistency.

Most hair types as part of a balanced formula.

Usually present in small amounts to balance the formula.

Those interested in lightweight, well-blended formulas that spread easily.

It is commonly used in cosmetic and personal care products to ensure even distribution of actives and fragrance blends. Its mild humectant properties can also contribute to a smooth product texture.

All products that need protecting from spoilage.

A very common, well-studied preservative used at low levels.

Those interested in product appearance or opacity, such as in creams or conditioners.

It is commonly used to create a uniform, opaque look and can also help stabilise formula appearance. Its presence does not affect how the product performs on the hair.