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Croda rebrands conditioning active

Croda has rebranded its specialised conditioning active Keramimic 2.0 to Kerestore 2.0, in order to better highlight the restoring benefits of this biomimetic keratin and its damaged properties on hair repairing.

According to the specialty chemical company, Kerestore 2.0 is proven to offer target repair to the most damaged areas of the hair’s surface. “Developed using the most recent advances in proteomics, the amino acid sequences of the peptides found in Kerestore 2.0 match those present in the keratin proteins found in cuticular and cortical regions of human hair.

Kerestore 2.0 is claimed to mimic the proteins found in the hair’s natural composition whilst repairing and conditioning the most damaged areas of the hair cuticle. When analysing the hair from root to tip, it is found that the hair surface becomes progressively more anionic as the degree of damage increases. The use of imaging ToF-SIMS has shown that the cationic Kerestore 2.0 deposits preferentially at the most damaged areas of the hair’s surface.

Croda also revealed that new data shows that Kerestore 2.0 provides the conditioning care required to improve the appearance of hair and make combing easier. “In combing studies, a conditioner containing Kerestore 2.0 at 1% active demonstrated excellent conditioning properties compared to a basic conditioner. The work required to comb the hair after treatment was reduced in bleached European hair, coloured Asian hair and chemically straightened Latin American hair.

Furthermore, Kerestore 2.0 can also greatly improve the sensory properties of the hair whilst wet. “A hair sensory study on European bleached hair, coloured Asian hair and chemically straightened Latin American hair showed excellent wet tangle removal, wet ease of combing and wet smoothness compared to untreated hair. These sensory benefits are noticeable from the first application and continue to improve with successive treatments. Furthermore, this improved sensory performance remains after four wash cycles,” claims Croda.

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