Curl Confidence

All hair and skin types.

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

Most hair types as part of a moisturising formula.

A widely used humectant and carrier ingredient.

Those looking for improved softness, spreadability and a smoother feel in styling or conditioning products.

It helps formulas feel less greasy than heavier oils while still supporting softness and manageability. It is commonly used to enhance product texture and spreadability.

Those looking for softer, more manageable hair or extra slip in styling products.

It forms a lightweight film on the hair to reduce static and enhance glide without leaving heavy residue. It is commonly used in both rinse-off and leave-in formulas.

Those looking for smoother-feeling hair or products that apply and spread easily.

It is a lightweight ester often used to reduce greasiness and enhance the feel of conditioning formulas. It can also support fragrance and oil distribution within a product.

Those wanting a non-greasy conditioning feel or improved spreadability in styling products.

It is commonly used to give formulas a smooth, silky texture without heaviness. Often found in conditioners, serums and creams where a lightweight finish is desired.

People who enjoy a scented product.

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

Those who want products that remain fresh and effective throughout their shelf life.

Benzoic Acid is often used alongside other preservatives to create a broad-spectrum system. It also plays a minor role in helping maintain a product’s pH balance.

Those looking for products with stable, evenly blended textures or clear formulations.

It is commonly used in both haircare and skincare to help disperse fragrance oils or conditioning agents evenly. It also supports the overall texture and consistency of a formula.

Those living in hard-water areas or using products designed to maintain formula clarity and effectiveness.

By binding minerals, it can help reduce the impact of hard water on hair feel and product behaviour. It is commonly used in modern, mild formulations.

Those looking to add smoothness, shine, or softness to dry or textured hair.

It is rich in fatty acids that help support hair feel and manageability. It is commonly used in both rinse-off and leave-in products for added nourishment.

Most hair types as part of a balanced formula.

Usually present in small amounts to balance the formula.

Those looking to improve the feel of weakened, dry, or chemically treated hair.

Hydrolysed proteins are broken down into smaller fragments so they can more easily interact with the hair surface. They are commonly used in both rinse-off and leave-in formulas.

People looking to improve the feel of weakened, damaged or chemically treated hair.

Vegetable-derived proteins are commonly used because they are lightweight and can help reduce the appearance of breakage. They can be included in both rinse-off and leave-in formulas.

Those interested in how a product’s texture and lather are achieved.

It is a simple mineral salt that helps create a familiar shampoo feel and can influence how a cleanser spreads through the hair.

All products that need a preservative system.

Often paired with other preservatives for broad protection.

Anyone who uses water-based products that benefit from reliable preservation.

It is commonly used alongside other preservation systems to maintain product freshness and extend shelf life. It is generally well tolerated in rinse-off and leave-in products.

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 who enjoy scented hair products or want a light floral note in their routine.

It is one of the fragrance allergens that must be listed on labels when present above certain thresholds. People who are monitoring fragrance components for sensitivity may find this information useful.

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 who enjoy subtly sweet, complex fragrance profiles in their haircare products.

It is one of the fragrance components that must be listed individually when present above certain levels, as some people may prefer to monitor specific scent materials. Its presence does not indicate the overall strength of a product's fragrance.

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.