"If your algorithm isn't peppering you with recommendations yet, let me catch you up: More and more products these days are specifically touting the fact that they contain protein. It seems to come up most often in products targeting people with curly hair, claiming that they repair, strengthen, or define the hair. Hair products formulated with protein will list ingredients like wheat, soy, silk, pea protein, or hydrolyzed keratin, says Devin Graciano, a professional hair stylist, product formulator, and CEO at Goldie Locks."
"She adds that many hair products already contain some form of protein, but putting that information front and center is a new marketing move. "What the hair industry is sort of capitalizing on with bond builders and hair repair is that everyone's got it; they never leave out a direct protein source. The idea behind protein is, hey, we can cover up these holes. This is going to be really good for hair because we can repair those holes. So then everyone got nutso over it, but what they didn't consider is that protein now stops your hair from equalizing moisture, and if you don't have moisture, you just have really dry hair. It'll snap and break.""
Protein hair products contain ingredients such as wheat, soy, silk, pea protein, and hydrolyzed keratin to add strength and structure to hair by filling holes in strands caused by damage. Brands increasingly market protein content prominently and include bond builders and direct protein sources. Proteins can repair and strengthen but can also interfere with moisture equalization; excess protein without sufficient moisture can leave hair dry, brittle, and prone to snapping and breaking. Balancing protein treatments with adequate hydration restores structure without causing over-proteinization. Assess hair elasticity and porosity to determine whether protein or hydration is the priority.
Read at Scary Mommy
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