The trend for haircare is expanding the boundaries of formulation to embrace individuality. Consumers are looking to have fun with the at-home haircare experience. An outstanding current trend is for crossovers from skincare, with consumers looking for brands to inspire them with familiar skincare ingredients and compositions formulated for hair that are also fun to use.  Creams, serums, and masques are recognizable and targeted to take advantage of the dual attraction of describing a beauty enhancer and a pleasant tactile experience. These innovative haircare systems require strong base formulations to meet discerning market demands.

Conditioning and adding moisture to the hair allows all hair types and textures to express a user’s individuality without suffering breakage. Koster Keunen’s stable of waxes and Kester Wax Esters affords your formulators a broad range of options for creating textures as unique as your brand, and as individual as your clientele. From conditioning and treatment to style, getting the feel right makes all the difference. Users want haircare to be pleasant and support their individual style as much as they do with makeup. Have fun with product textures! The ingredients are here.

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Conditioning: Tech with Tradition

Traditional cream conditioners are a keystone of haircare systems. The conditioning effect of a product directly relates to how well the product can spread through the hair. Natural, plant-based Kostol K-24 gives the slip and spread that make this conditioner formula feel luxurious to use, and easy to smooth through the hair. Koster Keunen’s Kostol TMC-25 thickens the formula, and as a cationic emulsifier, it imparts the essential adhesion that allows the conditioner to adhere to the hair shaft to moisturize optimally.

Formula#: 5/22-358/286-3

Ingredient Trade Name INCI Name %
Phase A    
Deionized Water Aqua 74.9
Jaguar C-17 Guar Hydroxypropyltrimonium Chloride 0.3
Glycerin Glycerin 5.0
Optiphen ND Phenoxyethanol, Benzoic Acid, Dehydroacetic Acid 1.0
Phase B    
Kostol TMC-25 Cetearyl Alcohol (and) Behentrimonium Chloride 6.5
Kester Wax K-24 Lauryl Laurate 4.9
Cocoa Butter Theobroma Cacao (Cocoa) Seed Butter 3.2
Meadowfoam XPR Limnanthes Alba (Meadowfoam) Seed Oil 3.6
Fragrance “Sleepover” Parfum 0.6

To capture the skin care analogue trend, consider adding innovation with a hair mask. This prototype formula leverages the benefits of Kostol IBT and Kester Wax K-48, but in a deep-conditioning blend of tech with tradition. The benefits of Koster Keunen’s deep knowledge of wax chemistry combines with the beauty benefits of Cocoa Butter, whose natural emollient properties have been leveraged for centuries.

Formula #: 2/22-286/120-3

Ingredient Trade Name INCI Name %
Deionized Water Aqua 74.35
Disodium EDTA Disodium EDTA 0.05
Optiphen Phenoxyethanol, Caprylyl Glycol 1.0
Glycerin Glycerin 5.0
Citric Acid Citric Acid 0.6*
Phase B    
Kostol IBT Cetearyl Alcohol, Behentrimonium Methosulfate 6.0
Kester Wax K-48 Cetyl Palmitate 3.0
AR Cocoa Butter Theobroma Cacao (Cocoa) Seed Butter 4.0
Schercodine S Stearamidopropyl Dimethylamine 2.0
Belsil DM 100 Dimethicone 4.0

At home, consumers want haircare to be easy, yet effective and fun! Your systems can bring them the products that let their personal style shine. Creating strong formulations that support the beauty of every hair type and texture is your key to making products that allow consumers to nurture their hair at home with the same care they give their skin. Whether you are expanding your haircare range, or increasing the sustainable profile of your ingredient list, Koster Keunen is here to help. Contact us for expert consultation regarding maintaining your brand’s signature characteristics, while developing products that meets the increasing demands for individuality and fun.

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About Koster Keunen

Koster Keunen has been working with wax since 1852 and has used our extensive experience and knowledge base to continuously develop new chemistries. Whether you are developing a new product, or need help with a reformulation or replacement, contact us to learn more about how we source, refine or develop waxes so you can create the perfect formula.