in-cosmetics Latin America grows in line with booming haircare market

Published: 5-Sep-2019

New exhibitors and a series of seminars from key industry speakers will delve into the region’s second-largest category for the beauty and personal care industry

The haircare category in Latin America reached $12 billion in sales and grew by 8% in 2018, according to Euromonitor. This September, in-cosmetics Latin America - the continent’s leading event for personal care ingredients – providing beauty brands with all the tools needed to develop novel hair care products that capitalise on the latest global trends.

One key trend influencing the market is the movement towards natural ingredients and ‘clean’ beauty. Latin American consumers are increasingly favouring sulphate free, parabens free, silicone free or petrolatum free products as they look to maintain hair health through less harsh haircare formulas.

This is noticeable across the whole region, including Chile where “no salt” products have emerged as having mass appeal, and in Peru where natural ingredients such as argan oil, coconut milk, cocoa butter and rosemary are popular with consumers.

As the second-largest beauty and personal care category in terms of value sales in Latin America, and with the sector expected to continue its growth trajectory, this year’s show will place a focus on highlighting everything the haircare sector has to offer.

60% of all confirmed exhibitors are set to display active and functional ingredients that can be applied to haircare formulations, for everything from colouring and conditioning to styling.

And, with 90% of the top 20 global ingredients suppliers and a host of brand-new exhibitors complementing a premier line-up of educational seminars and presentations, there is something for all R&D professionals at this year’s show.

Inspiration for future formulations

To help visitors stay abreast of the latest industry trends and innovations in haircare, an education programme packed with opportunities for learning will return to in-cosmetics Latin America in 2019.

Sigfredo Gonzalez, Global Applications Development Leader – Personal Care at Momentive Performance Materials, will present a Technical Seminar on LEAPlex Granules: Bond-building agent for damaged hair.

He will share key research that reveals how the granules can penetrate the hair shaft to increase wet elasticity and fortify hair, restoring a significant level of hair strength lost to chemical processing such as bleaching, colouring and relaxing.

Revealing a new breakthrough to reverse hair greying, Victória Esteves of Givaudan Active Beauty LATAM will present the company’s Darkenyl ingredient and discuss how users can activate bulge stem cells to enable the production of new melanocytes and reactivate the entire melanogenesis pathway.

Elsewhere in the Market Trends Theatre, Elton Morimitsu, Senior Analyst at Euromonitor International, will give an overview of haircare in Latin America and the future trends and opportunities. He will share his thoughts on what’s driving current consumer behaviour and the key opportunities for boosting growth in the future.

Furthering the learning opportunities when it comes to haircare, the Technical Workshops will feature a session on the scalp microbiome, including the new opportunities in hair formulations.

Physician Dermatologist and Hair Transplant Surgeon, Leila David Bloch, will reveal specific active ingredients, such as derivatives or postbiotics, that have emerged to treat the microbiome and deliver beneficial bacteria to the scalp.

Finally, recognising the importance of haircare in the Latin American beauty and personal care industry, this year’s Spotlight On area will focus on haircare as one of its three key topics.

The area will help attendees source and test ingredients that provide tangible benefits to the effectiveness of haircare and styling formulations.

in-cosmetics Latin America Event Director, Daniel Zanetti, commented: “Hair is integral to the identity of Latin Americans, and this is directly reflected in the market statistics. With this sector of the industry only set to grow, it’s important that in-cosmetics Latin America gives visitors truly unparalleled insight into the future of the category, whether that be by meeting the best suppliers with the most innovative new haircare ingredients, or hearing from industry-leading speakers as they discuss the challenges and opportunities for the future.”

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