Category
Fashion
Scaled Restraint
Trend cluster
Category
Soy
Treatment
Cosmetic brands are creating leave-in hair treatments with soy proteins.
4.3
Trend score
Trend
What is the Soy Treatment trend?
Soy Treatment: Personal care brands are creating leave-in hair treatments designed to detangle, protect, and vitalize hair. The key ingredient is soy protein which has been shown to produce more resilient and healthy hair, resulting in fewer split ends or breakages, particularly for consumers with longer, thicker hair.
Insight
The consumer insight behind the Soy Treatment trend
The ever-growing popularity of the self-care and haircare industries has led to products becoming refined and mature, with consumers becoming intimately knowledgeable of commonly-used ingredients and their specific effects, whether in general or to their specific bodies. The sophistication of the industry leads consumers to opt for more organic ingredients with proven positive benefits. Brands are recognizing these desires and are turning to natural inclusions such as soy protein.
Trend themes
Themes within the Soy Treatment trend
Three behaviours holding the trend together01
Ingredient Transparency
Brands are focusing on providing detailed ingredient lists to meet consumer demand for transparency and knowledge about product composition.
02
Natural and Organic Formulations
There is a significant movement towards using natural and organic ingredients in personal care products to appeal to health-conscious consumers.
03
Functional Beauty Products
Product formulations are increasingly designed to address specific hair and skin issues, offering targeted solutions for diverse consumer needs.
Industry implications
What the Soy Treatment trend means for industry
Where the trend changes the playbookFor
Personal Care
Innovations in ingredients and formulations drive growth and customer loyalty within the personal care industry.
For
Cosmetics
The cosmetics industry is evolving with inclusive and benefit-driven products that cater to a wide range of customer needs.
For
Health and Wellness
Health and wellness industries continue to intersect with beauty, emphasizing holistic and clean approaches to personal care.
Workshop question
How could your brand incorporate natural and organic ingredients to meet the growing consumer demand for sophisticated and effective self-care products?
Trend signals
Trend signals for Soy Treatment
Trend score 4.3 out of 10, from popularity 54%, activity 49%, freshness 24%.
Popularity54%
Activity49%
Freshness24%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Soy Treatment trend
4 featured examples from Jan 11 to May 24, 2024CategoryLifestyle
Leave-In Hair-Healing Treatments
Medicube's Leave-In Treatment Uses Key Ingredients to Fortify
The hair care industry can capitalize on the rising demand for products that both repair and protect hair using innovative plant-based ingredients.
CategoryFashion
Soy Protein-Based Hair Boosters
Raw Sugar's Latest Leave-In Treatment Nourishes Hair Over Time
The hair care industry is evolving with the introduction of nutrient-rich, restorative treatments like soy protein-based boosters.
CategoryLifestyle
Sativa Seed Oil-Infused Haircare
DESIGNME's Gloss.ME Treatment Mask is Perfect for Winter
The Gloss.ME treatment mask taps into the growing demand for natural, hydrating, and vegan-friendly haircare products in the beauty and personal care industry.
CategoryFashion
Black Vanilla Conditioner Sprays
Carol's Daughter Aims to Hydrate and Increase Shine
A space where companies can explore new formulations and ingredients to meet the growing consumer demand for natural and effective hair care products.
