Consumers are increasingly looking for products that repair damage and return their hair’s healthy look and feel. Discover how Unilever is using its expertise from decades of research to shape products that strengthen hair fibres inside and out.

Unilever R&D pioneered internal repair through bond building with the launch of Dove Intensive Repair 14 years ago
In the world’s top nine countries for hair care products, sales of those which manage damage have risen €139 million year on year from 2022 to 2023
New Dove Bond Repair provides advanced bond strengthening and tackles extreme repair with a Bio-Protein Care + Peptide complex that works in harmony with hair’s biology
Hair damage is a growing concern among consumers. Search the hashtag #HairDamage on TikTok and you’ll find 282.8 million videos tackling issues ranging from split ends to reduced volume and shine.

There are a variety of reasons for this. For example, more people are choosing longer hair styles, as well as colour treatments.

The impact of pollution and hair styling tools are other factors. And because of this, we’re seeing an increase in the number of hair care products people use, as well as a growing demand for solutions that repair hair damage.

Share of basket is also on the rise, with Nielsen Research reporting that the world’s top nine markets for hair care products have seen sales of products that manage damage rising €139 million year on year from 2022 to 2023.

“Hair is the ultimate asset of self-expression,” says R&D Hair Fibre Care specialist Stephen Maguire. “But achieving your desired hair style is also dependent on the condition your hair is in.”

Unlocking the secret to stronger hair
Hair is made up of 90% keratin protein, 7% water and 3% lipids.

“Each hair fibre has two main parts: the cuticle on the outside and the cortex on the inside, which is made of keratin strands bonded together throughout the length of the fibre,” Stephen explains.

“Keratin gives hair its strength, shape and movement. When hair is damaged by factors like heat, chemical treatments and environmental pollution, these protein bonds can break. This weakens the structure of the internal hair fibre and in turn the strength and condition of your hair.

“Historically, damage repair technologies only worked on the hair surface by masking the signs of damage,” Stephen says.

“Unilever R&D discovered a way that you could put things inside that hair fibre to repair it internally. We launched our first Fibre Active Repair Technology in Dove’s Intensive Repair products over a decade ago. Since then, we have been a pioneer in internal hair repair,” he adds.

Sales of products that manage damage have risen €139 million year on year from 2022 to 2023 in the world’s top nine markets for hair care products.

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