Prolevium is a versatile plant protein that has been part of Croda's portfolio for over 10 years. Historically positioned for the skin care industry for its counter-irritant properties, new performances on hair have also recently been discovered, responding to one of consumers' main interests: frizz control.
Adapted to different lifestyles, Prolevium is the perfect asset to keep your hair well-defined at all times. It offers exceptional frizz control and style retention, leaving the hair looking and feeling beautiful, even in different climates and at extreme humidities.
Market context
At a time when consumers are embracing the ‘longevity’ philosophy, the demand for healthy-looking hair over time is increasing, for all hair types. Aude Lemoine-Dessaint, EMEA Hair Care Marketing Manager, comments on the market drivers behind this new product positioning. “Hair health and aesthetics are influenced by many different factors, including the natural hair morphology, the use of mechanical, thermal, or chemical processes, lifestyle, ageing, and also external aggressors.
With a growing concern about climate change and its impact not only on the environment but also on ourselves, consumers are looking for solutions to protect their hair and scalp from external aggressors. It includes protections against humidity directly linked to frizz formation, recognised as one of the main concerns related to climate variation 1 .”
Prolevium, a humidity proof protein, taps into this trend, offering consumers healthy and frizz-free beautiful hair.
Prolevium key benefits and features
Prolevium is a protective protein that helps to regulate water within the hair fiber, to prevent frizz formation, even at extreme humidities. It visibly reduces frizz by 40% for virgin type 2 hair and by 25% for double bleached type 1 hair* as can be seen on the images below. Prolevium also preserves hair texture and aesthetics with consumer-perceivable smooth hair and hair softness that is maintained. It protects hair look from humidity without any negative impact on the feel, with no crisps, no greasiness or residue.
Prolevium is part of our extensive natural derived biopolymers portfolio. 99% naturally derived (according to ISO 16128) from cottonseed found in the cotton flower, a worldwide symbol of softness and comfort, Prolevium is vegan suitable, Halal certified, non-GMO, and free from phenoxyethanol. Furthermore, it is IECIC listed and EU and UK REACh compliant, ensuring compliance for global beauty markets.
Prolevium is suitable for all hair care formats, offering good versatility. The focus is made on styling products to directly benefit from the frizz and humidity control properties. Whether people have straight or curly hair, Prolevium helps to have perfectly glass hair or well-defined curls.
Key items about Prolevium
Prolevium offers a combination of hair moisture regulation and skin counter-irritation properties that work synergistically to control frizz and humidity in hair and soothe skin. Croda Beauty is excited to present the new performance in hair care, helping consumers to navigate through climate change and help them to cope with external aggressors, to keep hair looking and feeling beautiful.
