12 hours ago | By Emma Grace Bailey
Get more with a WGSN membership. Click for a demo.
Nov 25, 2013
By Theresa Yee
Each season, a new super fruit or plant starts trending, promising to help beautifiers turn back the clock: to soften lines and wrinkles, make the face more youthful, take ravaged skin and give it a Death Becomes Her kind of rejuvenation. Brands are bringing skincare ingredients into the hair category — the “skinification” of haircare.
The newest natural miracle skincare-popular essence that continues to trend is tree sap. Ecru’s latest line of haircare products employ the latest sap-bearing-tree-du-jour: the Acacia Seyal tree. Native to Africa, the tree produces a natural gummy sap in its bark and pods that works miracles in skincare. The result is moisture and moisture retention, a substance that seeks out dry areas and fills it with wonderful supple collagen. A shampoo and conditioner ($25) and BB cream balm ($30) promises to help give unruly and damaged tresses a 180-degree kind of revival.
The entire Ecru New York Acacia line is paraben-free and color-safe for tress-revival without excess chemicals.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.