As consumer awareness of sustainable farming grows, so does their preference for 'less is more' products. From the most basic packaging to multifunctional products, conscious consumers want their beauty routines to be more minimalist yet effective. For this reason, the hydrating power of hydrolyzed oat protein is gaining increasing prominence.

But what exactly is hydrolyzed oat protein? The difference between this ingredient and regular oat extract is that it retains water more easily. This is because the process of creating hydrolyzed oats and the hydrolysis of the proteins generates more hydrophilic groups, which increase water retention under relatively high humidity conditions. The more hydrolyzed the proteins are, the greater the water retention.

The hair and skin benefits of hydrolyzed oat protein give this ingredient incredible potential for brands looking to make a strong impact on the minimalist beauty market.

Why does scalp care go beyond hair care?

Alongside the multi-functional beauty movement, we find "hair skinification." This is an approach to hair care in which people treat their scalp with the same care as their facial skin, using formulas with ingredients commonly found in facial care.

Responding to this trend, market research giant Mintel recommends that hair care brands talk about the scalp as an extension of the skin on the face. According to a recent study, a respectable 94% of Chinese hair care product users say that hair care is as important to them as skin care, while 93% say that scalp care can improve hair quality (Mintel, 2022).

This is why hydrolyzed oat protein offers so much potential. Consumers are already familiar with oats as a soothing and moisturizing ingredient in skincare, so these benefits can easily be offered to consumers who embrace the "skinification" of haircare.

The broad spectrum benefits of hydrolyzed oat protein

Hydrolyzed oat protein is especially rich in protein. The proteins contained in oat grains include globulin, glutelins, myosin, free amino acids, and various enzymes. These low- and high-molecular-weight proteins provide deep hydration to the deeper layers of the skin and on the skin's surface, and are also excellent firming and soothing agents.

This principle can also be applied to hair care. Low molecular weight proteins can penetrate the hair shaft to repair, strengthen, and protect it from within. On the other hand, high molecular weight proteins have excellent soothing and protective qualities due to their ability to coat the surface of the hair shaft (Hütter, I., 2003).

These same proteins also protect the hair fiber from environmental damage. The proteins shield the hair shaft from external aggressors, repair and condition it, increasing its elasticity and reducing the risk of breakage. Therefore, hydrolyzed oat protein is an ideal multi-functional ingredient for protecting and moisturizing the skin, scalp, and hair.

Clean, clear and simple

The multifunctional beauty trend revolves around simple, clean, and sustainable solutions. Consumers want to simplify their beauty routine and save time, money, and reduce their environmental impact without compromising self-care. This is the foundation of the minimalist multifunctional beauty trend.

Hydrolyzed oat protein offers you all of this. Easily recognizable due to its popularity in healthy eating trends, its benefits extend far beyond that in the eyes of the consumer, also applying to skin and hair care. With Provital's Hydrolyzed Oat Extract, brands can respond to all these associations with an ingredient that is 99.5% natural in origin.