Croda, the company that uses smart science to create high-performance ingredients and solutions that improve lives, has published the undisclosed benefits of Prolevium in hair care.
Prolevium is a versatile vegetable protein that has been part of Croda's portfolio for more than 10 years. Historically positioned for the skin care industry for its anti-irritant properties, new benefits have recently been discovered in hair, responding to one of the main interests of consumers: frizz control.
Adapted to different lifestyles, Prolevium is the perfect ally to keep your hair well-defined at all times. It offers exceptional frizz control and great styling hold, leaving hair looking and feeling beautiful, even in different climates and extreme humidity conditions.
At a time when consumers are embracing the philosophy of "longevity", the demand for healthy-looking hair over time is growing, for all hair types. Aude Lemoine-Dessaint, Hair Care Marketing Manager for EMEA, comments on the market drivers behind this new product positioning: "The health and aesthetics of hair are influenced by many different factors, including the natural morphology of the hair, the use of mechanical, thermal or chemical processes, lifestyle, aging and also external aggressors.
With growing concern about climate change and its impact not only on the environment, but also on ourselves, consumers are looking for solutions that protect their hair and scalp from external aggressors. This includes protection against humidity, directly related to the formation of frizz, recognized as one of the main concerns associated with climate variation¹."
Prolevium, a moisture-resistant protein, responds to this trend by offering consumers healthy, beautiful and frizz-free hair.
Benefits and key features of Prolevium
Prolevium is a protective protein that helps regulate the water content within the hair fiber, preventing frizz formation, even in extreme humidity conditions. It visibly reduces frizz by 40% in virgin type 2 hair and by 25% in type 1 hair* subjected to double bleaching, as shown in the images below. In addition, Prolevium preserves the texture and aesthetics of the hair, providing a perceptible softness for the consumer that is maintained over time. It protects the appearance of the hair against humidity without negatively affecting the sensation to the touch, without stiffness, without a greasy sensation or residue.
Prolevium visibly reduces frizz in virgin type 2 hair and in double-bleached type 1 hair.
The images show the formation of frizz in hair exposed to 80% humidity for 3 hours, and demonstrate that Prolevium protects against its appearance.
Provelium is part of the portfolio of biopolymers of natural origin. Derived from 99% natural sources (according to ISO 16128) that come from the seed present in the cotton flower, a universal symbol of softness and comfort. It is suitable for vegans, has Halal certification, is non-genetically modified (non-GMO) and is free of phenoxyethanol. In addition, it is included in the IECIC list and complies with EU and UK REACh regulations, ensuring its conformity for global beauty markets. It is suitable for all types of hair care formats, offering great versatility. The main focus is on styling products, to directly take advantage of its frizz and moisture control properties. Whether people have straight or curly hair, Prolevium helps achieve a perfect glass hair finish or well-defined curls.