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Markets & trends

Commonly used in skin care products, hyaluronic acid is now being used in hair care products and is even available in a drinkable version

The ingredient - which is used to moisturize the skin and prevent aging - is also used to increase volume and strengthen hair.

From time to time, a cosmetics ingredient rises to prominence and dominates the beauty products aisle. In Brazil, one of the most recent examples of this is hyaluronic acid. "It is a macromolecule that is natural in our bodies and has different functions, such as lubricating and maintaining the structure of tissues. It is also one of the main components of human skin, essential for its structure, moisture and elasticity", says dermatologist Franklin Oliveira.

Alessandro Rodrigues is Hinode's vice-president

Alessandro Rodrigues is Hinode’s vice-president

For this reason, the ingredient became a staple for the skin care industry, especially used in lotions and serums for moisturizing the skin and preventing signs of aging. "Hyaluronic acid can attract water molecules, providing a filling effect that improves the texture of the skin, as well as softening wrinkles", says Oliveira, who specializes in cosmetology.

A new addition to Brazil, the Japanese skin care brand Hada Labo introduced a range of products all featuring hyaluronic acid to the country. "We are pioneers in using the substance in cosmetics products", says Monica Kolanian, business development manager at the company. "In our portfolio we have items with three, four and even five different types of hyaluronic acid nanoparticles. This allows the substance to penetrate deeply into the skin, keeping it humid, providing an intense moisturizing, preventing wrinkles and minimizing expression lines", she says.

A few months ago, HDN - the well-being brand of Hinode - launched a powdered version of hyaluronic acid that can be diluted in water to drink, aimed at harnessing other benefits of the ingredient. "HND Hyaluronic Derm works from the inside out and it is the only edible hyaluronic acid approved by ANVISA (the Brazilian National Health Surveillance Agency)", says Alessandro Rodrigues, the brand’s product development vice-president.

"Along with acting on the structure, filling and moisture of the skin, the product also contributes to joint health, is effective in healing wounds and helps to relieve the symptoms of dry eyes and eye irritation", says Rodrigues.

Hair care is another sector in which the use of hyaluronic acid has been growing. Drugstores and beauty salons all over the country boast shampoos, conditioners, hair masks and finishing lotions with the ingredient. "There have been promising results with hair treatments using hyaluronic acid", says Oliveira.

Haskell Cosmetics was one of the companies that invested in the moisturizing ingredient by launching the Encorpa Cabelo line, recommended for fine and thinning hair. "Very few people know that this substance can bring amazing results to hair", says marketing coordinator Mayara Araújo.
According to her, among customer’s demands was a product that could bring a bit more volume to hair strands, which naturally get weaker over time as well as due to the use of chemicals, hair straighteners and hairdryers. "Hyaluronic acid is exactly what they were asking for".

Araújo says the ingredient acts on hair strands by filling up the space between cells. "By doing so, it increases the density of hair, making it thicker, stronger and more resistant, putting an end to the dry and weak attributes and making it more balanced overall", she says.

Renata Martins


© 2020 - Brazil Beauty News -

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