Bond repair is not a new category, but it continues to be a focus for hair care innovation with new technology upgrading bond builders from an occasional treat to everyday usage.
“Bond repair has evolved from a targeted treatment into essential daily maintenance,” Katie Gohman, CMO of Olaplex, tells Cosmetics Business.
“Hair is constantly damaged by colour and bleaching, chemical treatments, heat styling, brushing friction, and environmental stressors like UV and pollution.
“These factors break the internal disulfide bonds that give hair its strength and structure.
“Consumers are looking for products that repair this internal damage, protect against future breakage and keep hair healthy across all hair types,” says Gohman.
“Bond repair remains popular because it gives consumers a clear, tangible way to address damage,” adds Megan Curtin, Briogeo’s Global Marketing Leader.
“The brands that lead will be the ones that make bond repair smarter: more effective, easier to use and grounded in the kind of high-performance approach consumers increasingly expect.”
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