For a while now, there has been a growing recognition in the market about the importance of creating products that embrace and celebrate consumers with textured hair. Despite this acknowledgment, many of these consumers still struggle to find products designated specifically for their hair type, offering both effective care and a pleasurable experience.
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A gap full of potential. Despite being a growing market, with 60-70% of the world’s population estimated to have some form of texture in their hair1, there’s still a lot of untapped potential when we consider that not every type of textured hair has an ideal care solution tailored to its unique needs.
The Walker hair-typing classification helps to clarify the specific target audience we’re talking about.
1. https://www.cosmeticsdesign-europe.com/Article/2023/11/20/60-70-of-the-world-s-population-has-texture-in-their-hair-Innovating-in-the-underserved-textured- hair-care-market?utm_source=copyright&utm_medium=OnSite&utm_campaign=copyright.
The hair care routine can become quite complex and long - up to >3h1 for coily hair for example, and there are few products to the specific needs of textured hair. Some data can shed light on this.
1. Source: Hair type routine, dsm-firmenich 2023, Global online survey USA, France & Brazil, 1500 women q3 On average, how much time do you spend on your hair on a typical week in total? / q2 In general, when during the week do you wash your hair…? / q1 In general, at which moment of the day do you wash your hair…? / s6 How do you usually dry your hair? / q10 Where do you most often buy the hair care products that you are using ?
2..Base: UK: 1,949 internet users aged 16+ Source: Lightspeed/Mintel.
Moreover, textured hair consumers look for clean and natural products and skin-inspired ingredients.
3. Source: Kantar Profiles/Mintel, September 2022 / US
4. Base: US: 949 internet users aged 18+ who use haircare products Source: Kantar Profiles/Mintel; Feb. 2022
ULocks delivers high-performance care that embraces the natural beauty of textured hair. Our easy routine, with conscious solutions enriched with vitamins, natural origin actives, and a delightful fragrance*, ensures deep care and continuous freshness for textured hair. Because we believe that every strand deserves to shine and reflect your true self.
* dsm-firmenich fragrance test - February 2023 - USA – women with curly/coily hair (18-55yo) - significant win at neat/during wash/later on stages versus golden category benchmark
* Sensory test – 2023 – n=30 - overall fragrance intensity of the wash day routine (day 1) versus refreshing routine (day 1 + day 4 + day 7) on Hair Swatches
LockScent™ technology
Fragrance technology bonding* with hair keratin to enjoy your hair care fragrance for days
72% of consumers agreed that “Products have a long-lasting fragrance that leaves you feeling fresh until your next wash”.**
Fragrance intensity after 7 days remains as high as day 1 with the refreshing routine***
* Interactions with hair proteins, by polar interaction (e.g. hydrogen bonding) or dispersion forces (e.g. van der Waals interactions)
** External consumer test – 29 users of textured hair products with Type 4 hair (28 % with 4A hair type, 41 % 4B, and 31 % 4C) – average age between 26-35 years old – 1 month usage test – France – 2023
*** Sensory test – 2023 – n=30 - overall fragrance intensity of the wash day routine (day 1) versus refreshing routine (day 1 + day 4 + day 7) on Hair Swatches
*External consumer test – 29 users of textured hair products with Type 4 hair (28 % with 4A hair type, 41 % 4B, and 31 % 4C) – average age between 26-35 years old – 1 month usage test – France - 2023
** External consumer test – 29 users of textured hair products with Type 4 hair (28 % with 4A hair type, 41 % 4B, and 31 % 4C) –average age between 26-35 years old – 1 month usage test – France – 2023
STIMU-TEX® AS
A blend of spent grain wax from the upcycling process, with argan oil and shea butter that provides conditioning helping to reduce hair breakage and split-ends
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PENTAVITIN®
100% natural and biodegradable derived from edible maize kernels for visible improved hydration. It also helps to provide visible sebum reduction.
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ALPAFLOR® EDELWEISS CB
The power of this organic alpine plant extract helps improve hair density.
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Respecting your choice
In a market often limited by conventional options, ULocks emerges as a refreshing alternative, empowering consumers to make choices aligned with their expectations. ULocks is committed to offering hair care solutions that meet their expectations. With a focus on delivering enjoyable, easy-to-use, and natural routines, ULocks puts the power of choice back in the hands of the final consumer.
Respecting your hair
Every hair type deserves to be celebrated. ULocks formulations are meticulously crafted to embrace and amplify the innate beauty of each hair type. With ULocks, consumers can confidently embrace the distinct attributes of their hair, assured that they are utilizing products tailored explicitly to their needs.
Respecting the planetary boundaries
A natural routine, which prioritizes sustainability, ensuring both effective hair care and environmental responsibility. And by developing formulations centered around highly renewable & highly biodegradable fragrance and ingredients which are responsibly sourced, produced through biotech, or upcycled, it also respects the planet.
