Are mainstream hair care brands starting to unimpress consumers?

Written by Marisa Conde on Mar 02, 23

Hello there, glad that you are here! If you are reading this, you possibly already use natural hair care products or are thinking about shifting towards them.

Both avid shoppers, and more distracted ones, certainly noticed that it is more common nowadays to find natural, greener and more sustainable, natural cosmetics on store shelves and that this is a hot topic discussed online.

Are consumers motivated to shift to natural, more sustainable hair care products, or is this just a temporary trend? Will traditional big, mainstream brands lose credibility or play a different role in the future of hair care? 

The fear of Parabens and Benzene

It is not a secret that in 2021 some high-end brands have been forced to do product recalls due to the presence of benzene (classified as a carcinogen) in their formulations, and that this leads to the public starting to question which ingredients are in mainstream hair care ingredients.

In the early 2010s the fear of parabens kickstarted the indie beauty movementParabens were used ubiquitously as preservatives in food, cosmetics and pharmaceuticals for almost 100 years. 2 decades ago they started to be in the spotlight, as both consumers and indie cosmetic brands requested serious investigation and transparency regarding its usage in formulations, leading to 5 different parabens been completely banned in the EU (isopropylparaben, isobutylparaben, phenylparaben, benzylparaben, and pentylparaben) on July 16, 2015, as part of Regulation (EU) No 358/2014, and others being strictly regulated because they are believed to be endocrine disruptors

The fear of parabens kickstarted the rise of natural, indie cosmetic brands, as a reply to consumers' demands for healthier cosmetic products. But this was just the beginning, as everyday consumers are better informed and request to know which ingredients were used to manufacture their shampoos and conditioners.

The raise of natural hair care products

Ten years ago, natural haircare was not widely recognized and to this day, the natural and indie haircare market remains relatively limited. Nevertheless, this could be undergoing a transformation.

The pandemic lockdowns resulted in people having to take care of their own hair, leading to a surge in demand for DIY high quality hair products for use at home. Additionally, heightened awareness of health and well-being during the pandemic has caused consumers to search out natural haircare options that offer advanced and effective at-home haircare and styling.

Additionally, we have witnessed a growing number of haircare brands created by entrepreneurs of color to cater to natural coily and textured hair, which have long been ignored by virtually all mainstream haircare brands.


Less is Best 

Using multiple haircare products and shampooing daily causes a significant environmental burden, leading to energy wastage and the generation of substantial packaging waste. Moreover, it fosters overconsumption endorsed by the beauty industry.

Taking a "less is more" approach to haircare does not mean compromising on results. It is essential to understand that natural shampoos sometimes not foam as much as mainstream ones, but they can be just as effective. Furthermore, they are free from harsh surfactants that can damage and cause hair loss.

Effective hair care requires considering the well-being of both our hair and scalp. Excessive washing of hair can strip away the natural oils produced by the scalp, known as sebum.

Sebum acts as a natural conditioner, keeping the hair moisturized and protected from damage. Without these oils, the hair can become dry, brittle, and prone to breakage, leading to split ends and hair loss. In response, the scalp may overproduce oil, leading to greasy hair and an increased risk of developing dandruff or other scalp issues. 


What is in natural hair care products

While some ingredients in natural, botanical haircare products may appear lavish or costly, they can be highly effective in nourishing and safeguarding the hair. Ingredients such as broccoli seed oil , shea butter, or coconut oil can significantly reduce the amount of hair care products we use and still deliver desired results, making them a cost-effective solution

These are the key ingredients in our hair care products:

  • Broccoli seed oil - emollient, hair conditioning, scalp conditioning, natural alternative to silicones. This oil is about 50% erucic acid which is an omega 9 fatty acid that helps to give a glossy shine to hair. 
  • Hemp Seed Oil - emollient, skin conditioning, rich in vitamins, proteins, and healthy fatty acids, helps to improve hair smoothness, shine, and luster.
  • Hydrolyzed Wheat Protein- antistatic, hair conditioning, skin conditioning. It increases the elasticity of hair by controlling the loss of moisture from your strands.
  • Cocoa butter - emollient,hair masking, skin conditioning and protection
  • Shea Butter - skin conditioning, viscosity controlling. This butter is full of fatty acids and vitamins which help to hydrate your hair. It also has emolliating qualities, helping to lock in moisture without leaving hair heavy or greasy.
  • Panthenol - antistatic, hair conditioning, skin conditioning, humectant. It helps seal off the cuticle of each strand, to smooth hair overall, and helps to prevent things like frizzing, splitting, and fraying. 
  • CBD Isolatepure CBD that contains no THC, anti-sebum, antioxidant
  • Coconut oil-contains 47% lauric acid, which has antibacterial qualities, hydration and helps to manage frizz and mend breaks.
  • Castor oil - strands strengthener, promots hair growth, and scalp nourishment
  • Sodium cocoyl isethionate (SCI) - surfactant based on fatty acids from coconut oil and isoethionic acid.
  • Cocamidopropyl betaine - very mild surfactant, it gently washes skin and hair and creates a luxurious foam. 

Advantages of CBD in hair care products

Every single strand of hair is made out of protein, and because CBD contains 21 amino acids, using CBD for hair can help:

  • Hair benefits:

Every single strand of hair is made out of protein, and because CBD contains 21 amino acids, using CBD for hair can help:

    • keep the hair strong and moisturized by preventing water loss
    • to its thickness, shine, and reviving of damaged hair
    • avoids hair breakage by enhancing lubrication of the shafts, and by reducing the combing force of wet hair
    • Scalp benefits:
      • stimulates the formation of new cells on the scalp
      • helps to eliminate bacteria and relieving the symptoms of dryness and itchiness in atopic
      • dermatitis
      • locks in moisture and reduces dryness.

    Why swapping to natural and plant-based haircare works?

    Using natural ingredients in haircare can promote a healthier scalp. With a healthy scalp, hair can grow longer and become stronger. Plant-based, nutrient-dense ingredients provide superior nourishment to the scalp compared to mainstream haircare products. Natural shampoos are typically gentler, while natural conditioners shield each hair strand.  

    Using natural hair care products can produce several visible results, including:

    • Revitalized scalp with a healthy microbiome that is respected and protected.
    • Reduced need for daily or frequent hair washing as the scalp is gently soothed into optimal functioning. This can also result in less greasy or dry hair.
    • Reduction in hair fall.
    • Healthier hair with less frizz and fewer split ends due to adequate nourishment.

    Will consumers start rejecting mainstream hair care brands? 

    We anticipate that consumers will move away from mainstream brands and gravitate towards those that offer sustainable and natural haircare options, like Primal Essence. As independent entrepreneurs, we may find ourselves experiencing rapid growth as a result of this trend.


    All being said, are you ready to take the leap of faith and swap to natural and vegan hair care products? If yes, what is your main motivation? If no, do you still have questions? Please let us know here

    Thanks for reading and take good care,