# Soy Treatment Cosmetic brands are creating leave-in hair treatments with soy proteins. By [Colin Smith](https://www.trendhunter.com/Colin96), Senior Insights Analyst | Published May 25, 2024 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/soy-treatment ## Key Figures - Trend score: 4.3/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Jan 11 to May 24, 2024 - Published: May 25, 2024 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Curation](https://www.trendhunter.com/megatrend/curation), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Soy Treatment trend ### Ingredient Transparency Brands are focusing on providing detailed ingredient lists to meet consumer demand for transparency and knowledge about product composition. ### 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. ### Functional Beauty Products Product formulations are increasingly designed to address specific hair and skin issues, offering targeted solutions for diverse consumer needs. ## What the Soy Treatment trend means for industry ### For 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 for Soy Treatment Trend score 4.3 out of 10, from popularity 54%, activity 49%, freshness 24%. - Popularity: 54% - Activity: 49% - Freshness: 24% ## Examples of the Soy Treatment trend 4 featured examples from Jan 11 to May 24, 2024. - [Leave-In Hair-Healing Treatments](https://www.trendhunter.com/trends/soy-protein-leave-in): Medicube's Leave-In Treatment Uses Key Ingredients to Fortify (Category: Lifestyle) Implication: The hair care industry can capitalize on the rising demand for products that both repair and protect hair using innovative plant-based ingredients. - [Soy Protein-Based Hair Boosters](https://www.trendhunter.com/trends/fierce-renewal-hair-booster): Raw Sugar's Latest Leave-In Treatment Nourishes Hair Over Time (Category: Fashion) Implication: The hair care industry is evolving with the introduction of nutrient-rich, restorative treatments like soy protein-based boosters. - [Sativa Seed Oil-Infused Haircare](https://www.trendhunter.com/trends/designmes-glossme): DESIGNME's Gloss.ME Treatment Mask is Perfect for Winter (Category: Lifestyle) Implication: 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. - [Black Vanilla Conditioner Sprays](https://www.trendhunter.com/trends/carols-daughter1): Carol's Daughter Aims to Hydrate and Increase Shine (Category: Fashion) Implication: A space where companies can explore new formulations and ingredients to meet the growing consumer demand for natural and effective hair care products. ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)