The category of bond repair in hair care is evolving, transitioning from occasional treatments to essential daily maintenance. Katie Gohman, CMO of Olaplex, stated that hair frequently suffers damage due to coloring, chemical treatments, heat styling, and environmental stressors such as UV exposure and pollution. These factors disrupt the internal disulfide bonds that provide hair with its strength and structure.
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Gohman emphasized that consumers are increasingly seeking products that not only repair this internal damage but also offer protection against future breakage, ensuring hair health across all types. Megan Curtin, Global Marketing Leader at Briogeo, noted that the sustained popularity of bond repair products stems from their ability to provide a clear method for addressing hair damage.
Curtin added that the leading brands will be those that enhance bond repair solutions, making them more effective and user-friendly, in line with the high-performance expectations of consumers.