Cleansing conditioners: Just a fad or here to stay?

Deciem's brands director weighs in

Cosmetics Business Markets spoke to Nicola Kilner, Brands Director at Deciem and owner of hair care brands Grow Gorgeous and Hair Is Fabric (HIF), about whether cleansing conditioners are here to stay.

How big is the trend for cleansing conditioners in the UK and what has prompted this trend?

Cleansing conditioners have picked up momentum very quickly and this momentum is likely a fad. What we believe, however, will come out of this fad is a long term focus on more advanced hair cleaning and cleaning hair without damage. That focus will not be a fad. HIF was really born to kickstart innovation in this category.

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