09-10-2026
By: Bob KoigiChannel: news
Tags: Brands
Retail
Unilever
Unilever haircare brands bet on science
The company’s Dove, Nexxus and Sunsilk brands are using research-backed formulations to address these demands as the skinification of haircare gains momentum.
Unilever is expanding its science-led haircare offering as consumers increasingly seek products that protect hair from environmental and styling damage while improving strength, shine and volume.
The trend reflects a shift towards greater scrutiny of ingredients, product claims and performance, with consumers applying the same expectations to haircare as they do to <a s haircare business recorded high single-digit growth in the first half of 2026, supported by Dove's Intensive Repair range, while prestige haircare brand K18 continued to deliver volume-led growth.
Unilever Builds on Haircare Research and Development
Unilever draws on decades of haircare research and development, including more than 50 patents and over 80 scientific publications focused on scalp health. The company is applying this expertise to formulations designed to protect hair fibres, improve strength and support scalp health.
Jason Harcup, Chief R&D Officer, Unilever Beauty & Wellbeing: “The next chapter of haircare is about moving beyond cosmetic benefits toward holistic <a With our leadership in haircare and decades of scientific expertise spanning beauty and wellbeing, we’re uniquely positioned to shape this evolution. By combining world-class hair science with a deeper understanding of the connections between beauty and wellbeing, we’re developing innovations that meet consumers’ evolving expectations."
Three product ranges illustrate this approach: Dove UV Repair & Glow, Nexxus Keraphix and Sunsilk Bouncy Big Hair. Each focuses on a different <a s packaging efforts. Depending on the region, its shampoo bottles contain between 50 and 100 percent post-consumer recycled plastic and are recyclable.
The range also includes tubes designed for recyclability and recyclable jars. Unilever says it is continuing work to improve the recyclability of premium packaging formats.
Nexxus Uses Protein Science to Strengthen Hair
Nexxus Keraphix focuses on the internal structure of hair, which consists of more than 90 percent protein. The range’s Keratin Resistance Therapy (KRT) technology draws on proteomic science to address structural damage caused by processes such as bleaching and heat styling.
Developed following 15 years of research, the technology is supported by 12 pending patents. Its formulation uses a liquid crystal serine amino acid to create a flexible internal matrix within the hair fibre, targeting the cuticle and cortex rather than simply coating the surface.
Unilever reports that the Nexxus Keraphix Liquid Crystallizer treatment, which contains the highest concentration of KRT in the range, leaves hair up to 34 times stronger. The company also reports up to a 50 percent reduction in disulfide bond breakage before bleaching and says 96 percent of consumers experienced immediate softness after one use.
Sunsilk Targets Hair Density and Volume
Sunsilk’s Bouncy Big Hair range addresses demand for fuller-looking hair by combining technologies designed to support growth, strengthen hair retention and increase volume.
The formulations incorporate dynoxidil technology, zinc, ceramides and activated coconut oil. According to Unilever, these ingredients target different aspects of hair density, including follicle function, root anchorage, scalp barrier health and breakage reduction.
The brand reports that the range can help retain up to 6,000 strands over four weeks, prevent up to 98 percent of hairfall caused by breakage and increase volume by up to four times.
The packaging includes recyclable shampoo bottles containing up to 80 percent post-consumer recycled plastic, alongside recyclable caps and jars and tubes designed for recycling. Unilever is also working to improve the recyclability of pump formats.
Unilever Looks to Prevent Hair Damage
Unilever expects haircare science to place greater emphasis on prevention and long-term structural resilience, moving beyond temporary cosmetic improvements. The company sees technologies based on proteomics, amino acid science and biomarker research as potential drivers of future product development.
Jason Harcup: “Looking to the future, we expect haircare to evolve from temporary cosmetic fixes toward deeper structural resilience, protection and prevention.
“Technologies rooted in proteomics, amino acid science and biomarker research will increasingly focus on strengthening hair before damage occurs, not simply repairing it afterwards.”
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