Own It Mascara

Anyone using liquid haircare products, as water is a core component.

It helps create a workable texture and allows surfactants, conditioners and other actives to perform effectively.

Those who like richer conditioners or masks that feel smooth and spread easily.

It also offers light conditioning and can help soften the feel of hair. It is widely used in both skincare and haircare for its reliable stabilising properties.

Those looking for firmer hold or richer textures in styling products.

Carnauba wax helps enhance product stability and contributes to smooth, workable textures. It is valued for its high melting point and glossy finish.

Those seeking extra nourishment, softness or scalp comfort.

It is naturally high in ricinoleic acid, which gives it a thick texture and strong conditioning feel. It is often blended with lighter oils for easier spreading and a less heavy finish.

People looking for enhanced styling hold or frizz control.

It is widely used in styling products to help shape and set the hair without feeling heavy. It also contributes to product consistency and spreadability.

People looking for longer-lasting style control or improved definition from gels, mousses or creams.

It is widely used in styling formulas because it helps products stay effective in humid conditions. It can also support a smoother, more controlled finish without stiffness when well balanced in a formula.

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.

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

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

Those using styling products such as pomades, waxes or balms that rely on a stable, mouldable consistency.

It is commonly used in styling formulas because it offers a smooth, pliable hold without feeling brittle. Its melting behaviour also helps products maintain stability in varying temperatures.

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 interested in understanding preservative systems or identifying potential fragrance allergens.

Benzyl Alcohol is commonly used in professional haircare to support product stability and texture. It can also naturally occur in some essential oils.

People with dry, frizzy or tangled hair; formulators seeking stable, creamy emulsions and conditioning performance.

Dicetyl Phosphate helps stabilise oil‑in‑water systems and contributes lubricity and detangling benefits in conditioners and creams. As an anionic phosphate ester it is often neutralised (made into a salt) in formulations and can interact with strongly cationic ingredients, so formulators balance its use accordingly.

Chemically, dicetyl phosphate is a phosphate ester of cetyl (C16) alcohols and behaves as an anionic surfactant/emulsifier. It is typically used at low to moderate levels in rinse-off and leave-on products to improve texture, emulsification and conditioning. It is compatible with many emollients and thickeners but formulators watch for interactions with cationic polymers or quaternary conditioners which can reduce efficacy or cause precipitation. Sources may be synthetic or derived from fatty alcohols of plant or animal origin depending on supplier.

Those looking for formulas with added slip and a richer feel may appreciate its presence.

It is a naturally occurring fatty acid found in many plant and animal oils and is commonly used to stabilise and thicken cosmetic formulations.

Those who want products that maintain stability over time, including anyone using water-based formulas.

It is commonly used alongside other preservatives to achieve broad-spectrum protection. Its presence supports product quality and shelf life.

Those seeking added softness, moisture support or smoother-feeling hair.

It is a phospholipid commonly derived from soy or sunflower and is valued for its ability to enhance spreadability and moisture retention. It can also help stabilise certain formulations.

All products that need protecting from spoilage.

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

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 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.

Anyone using products designed to stay within a specific pH range, such as colour‑treated or chemically treated hair.

It also has mild chelating abilities, helping formulas remain stable in the presence of minerals found in water. Its use supports the consistency and performance of many shampoos and conditioners.

Those who want products to stay fresh for longer, including people who use products slowly or store them in humid bathrooms.

It is often used at low levels and works well alongside other preservative systems to support formula longevity. It is commonly included in both 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 looking for antioxidant support or colour maintenance may appreciate its inclusion.

It is commonly used to help stabilise cosmetic formulations and support the longevity of other ingredients. Its oil‑soluble nature allows it to work well in richer or emollient hair products.

Anyone using products that benefit from extended shelf life and maintained performance.

It helps protect oils and other sensitive ingredients from breaking down when exposed to air and light. It is used in very small amounts to support product consistency.

Most hair types as part of a balanced formula.

Usually present in small amounts to balance the formula.

Those interested in tinted or colour-enhancing products.

These pigments are valued for their stability and are widely used to achieve natural-looking shades. They do not affect the performance of the haircare formula beyond providing colour.