Consumers in the region are looking for natural and food-based staples like cider vinegar and onions, which connote familiarity, naturalness and health. In fact, almost a third of Chinese consumers are interested in trying hair care products formulated with superfood ingredients. 

For example, energising and antioxidantrich ingredients like tea and coffee can be used in their product formulations and also tap into upcycling trends to bring an eco-dimension. Popular botanical ingredients and trending skin care ingredients are also finding favour among consumers, and 30% of Chinese consumers are interested in trying hair care products that are formulated with probiotics.

Mintel Global New Products Database (GNPD) reveals that botanical claims drive hair care new product development in APAC with popular ingredients, including camellia and aloe. Companies can continue to include these botanicals but also be inspired by on-trend skin care ingredients to convey soothing, hydrating and strengthening benefits, for both scalp and hair. These include ingredients like Centella asiatica, microbiome-friendly probiotics/prebiotics, charcoal, amino acids and hyaluronic acid.