Consumers are more informed than ever before. With information and insights right at their fingertips, how can you blame them? Since the start of 2016, consumers have resisted the urge to impulse buy and take the time to evaluate every ingredient within a beauty product. From reading labels to researching brands, this behavioral shift has created an industry focused on meeting the needs of well-informed consumers with well-balanced products.

In response to the Gastronomy trend, defined as the relationship between food-related formats and culture, we began to evaluate their ingredients and create formulations that would better fit the consumer’s ‘greener’ lifestyle. From safer, purer, ingredients to product production, we focused on the impact the product would make on the consumer and environment. To achieve this, we hand-selected quality ingredients that would allow consumers to achieve the healthiest versions of themselves—without compromising beauty benefits. A naturally-inspired beauty line, Tutti Foodie: Hair Rainbow Therapy features products that offer benefits as unique as their natural ingredients.

But we weren’t the first to make this perfect pair.

The Ancient Chinese were onto something way before us. Understanding that food and medicine were closely related, they believed achieving ying and yang required well-balanced nutrition from the five color families: green, red, white/brown, yellow/orange and blue/purple. Coined as “superfoods” each color family proved to offer a broad range of nutrients to enhance health and wellbeing.

Food-inspired formulations done colorfully.

Consuming fruits and vegetables from every color family offers a broad range of nutrients, while delivering on the multi-sensory experience needed for developing best in class hair products. We created food-inspired formulations that offered invaluable benefits for every hair care need.

Green

Even your locks can use a detox. Infused with phytonutrients from the green superfoods group, the detox smoothie shampoo non-aggressively removes metals and pollutants from the hair surface. This is achieved by using Merquat™ 3330PR polymers, Carbopol® Aqua SF-2 polymers and CG4500.

Orange

Infused with Actiphyte™ grapefruit seed and Actiphyte™ ginger, this smoothie shampoo features two superfood ingredients that are designed to provide purification to hair. Making for a healthier scalp and fuller hair.

White & Brown

Damaged hair requires the best care. Nourish and fortify weak or over-processed hair with amino acids and lipids provided by the white and brown superfood category. This creamy yogurt conditioner uses Carbopol® Aqua CC polymers to offer low level conditioning, Merquat™ 2001 polymer for intensive conditioning and softness provided by Schercemol™ 318 ester.

Blue & Purple

Beat the heat. Protect hair with a smooth, weightless serum. Used easily as a daily styling tool, it nourishes hair and reduces frizz. This is achieved through the protection provided by Merquat™ 3330PR polymers and a cushiony texture achieved by the addition of Carbopol® Clear polymer. To achieve the smooth texture and healthy shine without silicone, Schercemol™ DIS ester was added.

Red

Fresh berry marmalade—without the stickiness. This luscious gel is easy to apply and great for styling a controlled look. Made with the combination of Hydramol™ PGDS ester and Carbopol® Ultrez 21 polymer, it provides an exceptional cushiony feel, while Fixate™ PLUS polymer provides long-lasting styling properties. For an additional boost, Actiphyte™ beet and pomegranate is added.

By incorporating Lubrizol’s Tutti Foodie: Hair Rainbowtherapy into your daily routine, your new regimen will lead to well-nourished, healthy-looking hair.

Superfoods for Thought