Frequent exposure to modern-day aggressors, such as stress, pollution, and heat-styling tools, can leave the hair dry and damaged and the scalp infuriatingly irritated. This is driving demand for fast-acting haircare solutions that protect and restore damaged locks. But the products used by consumers are only as effective as the ingredients within them – and that’s why we offer Oat Hair, a range of natural, data-driven ingredients with proven efficacy from root to tip.

Our Oat Hair portfolio provides solutions for many major haircare concerns. From a scalp-soothing colloidal oatmeal to a strand-strengthening oat beta-glucan, we’ve got everything you need to develop powerful formulations guaranteed to keep customers coming back for more. It’s natural, expert haircare at its best.

Oat Hair Data Pack

Haircare Trends

Trends harbour significant influence over consumer purchase decisions in the haircare space. Based on intelligence from Mintel, we’ve curated insight into some of the latest and biggest to help you develop formulations which as are as on-trend as they are effective.


Consumers are prioritising sustainable credentials such as waterless and plastic free, driving growth in solid shampoos.


Perceived as gentler on the hair and safer for people and the planet, natural ingredients are a must-have for consumers.

Scalp Care

Greater understanding of the impact of scalp health on the overall condition and appearance of the hair is driving innovation.

Blurring With Skincare

Hero skincare ingredients are gaining traction in haircare as consumers look for trusted, high-performance formulas.

Textured Hair

More brands are entering the textured hair space with targeted solutions for wavy, curly, and coily hair types.


Time-poor consumers are seeking quick and easy haircare solutions that meet the demands of a fast-paced modern lifestyle.


Find inspiration for your next product development project with our range of tried and tested haircare formulations.

Success Stories

Discover the top-rated haircare products which feature our ingredients, from reparative masks to heat-protection oils.

Haircare Concerns and Our Solutions

Consumers require long-lasting solutions to a variety of complex haircare issues. From split ends to dryness to dull-looking strands, there are numerous problems to address. With Oat Hair, our range of natural haircare ingredients, it’s easy to satisfy evolving consumer demands and tap into some of the most sought-after claims in the industry: shine, strength, moisture, manageability, and scalp health.


The scalp is covered by a hydrolipidic film which protects it from external aggressors and bacteria. This natural barrier can be compromised by lifestyle-related factors, such as stress and diet, which are known to disrupt the pH balance of the scalp and hinder sebum production. Sun, pollution, and harsh weather conditions – all environmental aggressors – can also inhibit its function. As a result, prolonged or frequent exposure to such elements is likely to leave the scalp feeling dry, sensitive, and infuriatingly irritated.

The outermost layer of the hair – the cuticle – is made up of overlapping cells in a scale-like formation. These scales lay smooth and flat when the hair is in good condition, enabling it to better reflect light. This gives healthy hair its distinctively shiny appearance.

However, modern-day aggressors such as pollution and heat styling tools can easily damage the delicate cuticle layer. This causes the light-reflecting cells to rise and open up, reducing their surface area and leaving the hair looking dull and dry.



Human hair is largely made up of keratin, a fibrous protein rich in sulphur-containing amino acids. These amino acids keep the hair strong and flexible, enabling it to withstand stress and resist breakage.

The problem is that keratin’s chemical bonds are very sensitive to heat. When exposed to the unnaturally high temperatures of heat-styling tools, their molecular structure temporarily changes. This causes the hair to harden and lose its elasticity, leading to significant damage and unsightly split ends.

Dry hair is one of the most common consumer complaints. Harsh weather conditions, pollution, UV rays, and stress all contribute to a lack of moisture in the hair and a telltale straw-like appearance. Despite being invisible to the naked eye, these factors damage the hair’s surface, compromising its ability to seal in moisture. This results in substantial loss of water from the hair to the surrounding air, leaving strands feeling coarse, brittle, and desperately dehydrated.



When it comes to the hair’s manageability, ease of combing is a top consumer priority. Brushing out stubborn knots and tangles can cause significant, irreversible damage. Difficulty combing also indicates that the hair is in poor condition, with dry, coarse hair far more prone to tangling than well-nourished locks.

Supercharge Your Haircare Formulations

Talk to a member of our team to learn more about our natural
haircare ingredients with proven efficacy from root to tip.