Total Moisture Daily Facial Cream 50ml

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.

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 seeking added softness, shine and frizz control without a heavy or greasy feel.

It is often derived from plant sources such as sugarcane and is valued for its stability and non-greasy texture. It is suitable for most hair types, including fine hair, due to its lightness.

Those wanting conditioning benefits that do not weigh hair down, including fine or easily-greasy hair types.

It is commonly derived from coconut oil and glycerin and is valued for its silky, non-greasy feel. It is widely used in both skincare and haircare for its gentle, versatile performance.

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.

People seeking richer, more conditioning formulas for dry or coarse hair.

Although classed as an alcohol, fatty alcohols are waxy, non-drying ingredients commonly used to enhance slip and creaminess in haircare products. They can also support the stability and feel of conditioners and masks.

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.

Those looking for gentle, plant-based conditioning in shampoos and conditioners.

Inulin can also support moisture retention, contributing to a softer feel on the hair fibre. It is commonly used in natural-leaning formulations.

People looking for smoother-feeling hair or richer, more conditioning formulas.

Despite the name, fatty alcohols like behenyl alcohol are quite different from drying alcohols and are commonly used to add slip and creaminess to haircare products. They can also support the stability and thickness of conditioners and masks.

All products that need protecting from spoilage.

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

Those looking for mild, low‑foaming cleansing ingredients or products aimed at sensitive scalps.

It is often used alongside other glucoside surfactants to create balanced, gentle cleansing systems. It can also contribute to the stability and feel of emulsions.

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.

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.

Those looking to support softness, manageability or replenishment in dry or textured hair.

Linoleic Acid is naturally found in many plant oils and can help support the hair’s lipid layer. It is often included to enhance conditioning without adding heaviness.

Those seeking added moisture, smoothness or scalp comfort.

It is a sugar-based ingredient often used to support long‑lasting hydration. It pairs well with other moisturising agents in both rinse-off and leave-in formulas.

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.

Those looking to support hair softness, flexibility or overall nourishment.

It is commonly found in nutrient-rich botanical oils and can support the feel of dry or coarse hair. Formulators use it to enhance conditioning without heaviness.

Those looking for mild cleansing or lightweight conditioning in shampoos, conditioners, and leave‑ins.

It is commonly paired with fatty alcohols to create stable, creamy formulations. It contributes to slip and spreadability without weighing hair down.

Those who prefer products with a creamy, non-runny texture or improved spreadability.

It helps formulas stay uniform and enhances the feel of gels, creams and leave‑ins. It is widely used because it creates stable textures without heaviness.

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 with dry, damaged or chemically treated hair seeking smoother, more resilient strands.

Ceramides are lipids naturally present in hair and are often added to formulations to help improve feel and manageability. They can complement conditioning agents by supporting the hair’s surface structure.

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

It is a component of the skin and scalp’s natural moisturising factors and is well tolerated in most formulations.

Those with dry, coarse or dehydrated hair, or a dry, flaky scalp.

It is often used to support hydration and maintain a comfortable scalp environment. In some formulas it can also help improve product absorption.

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.

All products, especially in hard-water areas.

Used in tiny amounts to keep formulas performing reliably.

Those looking for improved manageability and a silky feel without heavy build-up.

It is often used as a silicone alternative because it provides similar slip and shine. It also helps reduce friction during styling.

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.

People who prefer products with a richer or more gel-like texture.

It is a polysaccharide widely used in cosmetics to keep formulas uniform and easy to apply. It works well alongside many other common ingredients.

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 interested in how product pH affects scalp comfort or hair cuticle behaviour.

It is used in very small amounts to bring a formula to the desired pH range. Once adjusted, it does not act as a strong alkaline agent in the finished product.

Those looking for formulas that help smooth the cuticle or gently refine the scalp surface.

Lactic Acid can also provide mild hydrating and smoothing benefits in haircare. Its pH-balancing role helps support product stability and performance.

Those interested in formulas that help maintain hair structure or improve manageability.

Amino acids are often included in haircare to complement the hair’s natural protein makeup. They can help enhance softness without weighing the hair down.

Those with dry or dehydrated hair seeking improved softness and manageability.

PCA is related to naturally occurring moisturising factors found in skin and hair. It is often used alongside other humectants for balanced hydration.

Those with dry or dehydrated hair types looking for extra moisture retention.

It is a sugar-derived ingredient often used alongside other moisturisers to improve hair softness and manageability. It can also support product texture and stability.

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

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

Those using products that need clear, stable formulations such as shampoos, serums or sprays.

It is commonly used in haircare as a non-ionic surfactant that improves product texture and clarity. It also supports even distribution of conditioning or fragrance 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.

Hair wanting added body, smoothness or temporary strength.

A common protein in repair and volumising formulas.

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.