engage your senses

Givaudan Active Beauty will present Naturein™ Wheat Peptides during in-cosmetics Latin America

A clean and sustainable hair care alternative to switch to a fully natural solution

10 September 2019

Givaudan Active Beauty presents Naturein™ Wheat Peptides, a clean and sustainable alternative to cationic guar, a key specific detangling ingredient for hair care. The new natural ingredient obtained from 100% French origin locally-sourced wheat and crafted by green fractionation will be introduced at in-cosmetics Latin America on 18 September.

Growing wheat near Pomacle, France

Ecological and natural beauty are two of the biggest hair care market trends in the industry. Our Clean and Natural Study 2019 demonstrated that 91% of consumers are interested in the concept of clean beauty for hair care. In addition, they seek natural ingredients and products that are free from chemicals. According to the study, 80%* of them find that wheat protein fits well with the idea of clean beauty for their hair, and 78%* of them think the local wheat biomass is aligned with the concept. Our researchers have developed Naturein™ Wheat Peptides, abiding to these two fundamental pillars.

As consumers are becoming increasingly conscious about environmental impact, the majority of them use natural brands exclusively, or associate them with mainstream brands. By being 100% natural and crafted in one of the most important French farming regions in a Biorefinery platform, Naturein™ Wheat Peptides answers all consumer requests looking for a clean product that is not only good for the consumer, but also for the environment. A perfect alternative to cationic guar, it acts as a conditioner to smooth and detangle the hair.

Amandine Scandolera, Ph.D, Head of Biological Evaluation said: “Cationic guar is the most used chemical ingredient in the hair care market. To prove the effectiveness of our natural asset, we opted for tests that put Naturein™ Wheat Peptides in competition with cationic guar. Results prove that it is more effective in record time. All clinical tests carried out on a hundred people demonstrate the excellence of Naturein™ Wheat Peptides.”

Clinical tests have been further enhanced by a hair care expert who evaluated the impact of Naturein™ Wheat Peptides on wet and dry hair. The results show that 3% of the wheat peptides extract significantly improved (+20%) the detangling on wet hair (versus +15% with 0.3% cationic guar). In addition, it significantly improves (+22%) the combing and smoothness of dry hair (versus 5% with 0.3% cationic guar). Two effective results have also been perceived by the panel during clinical tests. In fact, 80% think that their hair does feel good (versus 40% placebo) and 70% think that their hair is easier to untangle (versus 45% placebo) after applying the active product.

To inspire the beauty industry, our formulation experts crafted MEU.Hair, a leave-in conditioning spray powered by Naturein™ Wheat Peptides and ResistHyal®, the ultimate hair beauty enhancer. This tailor-made experience for natural hair care is mixed with Buruti and Moringa oils for repair and Saffron flower and guarana extract to strengthen the hair.

Customers will have the opportunity to discover Naturein™ Wheat Peptides at our booth H30 during in-cosmetics Latin America in Sấo Paulo from 18-19 September.

* Givaudan Clean & Natural Study, January 2019


About Givaudan

Givaudan is the global leader in the creation of flavours and fragrances. In close collaboration with food, beverage, consumer product and fragrance partners, Givaudan develops tastes and scents that delight consumers the world over. With a passion to understand consumers’ preferences and a relentless drive to innovate, Givaudan is at the forefront of creating flavours and fragrances that ‘engage your senses’. The Company achieved sales of CHF 5.5 billion in 2018. Headquartered in Switzerland with local presence in over 145 locations, the Company has almost 13,600 employees worldwide. Givaudan invites you to discover more at www.givaudan.com.

About Givaudan Active Beauty

Givaudan Active Beauty offers an extensive portfolio of innovative active cosmetic ingredients designed to bring beauty to the world. Inspired by the beauty needs of consumers worldwide, Active Beauty offers award-winning products for an expanded range of benefits including anti-ageing, self-tanning, soothing, hydrating, cooling, and more. Our cutting-edge technologies draw on science and nature to create high-performing molecules and functional agents, including customized carrier systems. Part of the Fragrance Division, Active Beauty leads the market in crafting innovative products supported by our strong expertise in advanced and applied sciences. We invite you to ‘engage your senses’ and learn more about Active Beauty at www.givaudan.com/activebeauty.


For further information please contact

Pauline Martin, Global Communications & Events Manager
T +33 3 2688 8417
E pauline.martin.pm1@givaudan.com