The hair care sector is embracing a new trend, as Beyoncé and a host of enterprising startup founders endorse the use of fermented ingredients. Initially popularized in the wellness community with kombucha, these ingredients are now making a significant impact on hair care products. Brands like Beyoncé’s three-month-old Cécred and David Chung’s The Rootist are at the forefront, infusing products with elements like bioactive keratin, honey, rice water, and purple willow bark.
This shift is not just a trend but part of a broader movement where global beauty practices and a growing fascination with the microbiome influence product development. Fermentation, known for its health benefits in foods like kimchi and kefir, is celebrated for enhancing hair strength and shine, thanks to its ability to break down substances using microorganisms.
While the concept is rooted in traditional practices worldwide, it’s gaining traction in North America through social media platforms like TikTok, where hashtags like #ricewater gather billions of views. However, the idea of using fermented ingredients in beauty routines is well-understood in markets like Asia, where such practices have been longstanding.
The global appeal and historical significance of fermentation are propelling this trend forward, making it a staple in both DIY beauty circles and commercial hair care lines, proving that what’s old can indeed become new again in the world of beauty.
