Beauty industry trends highlight hair care innovation and retail events

The cosmetics market is seeing a rise in high-performance hair treatments designed for home use. A notable innovation is the “web effect” technology, exemplified by the Amend Essencial Teia Nutritiva mask. This technology uses an elastic network consistency to ensure even distribution of active ingredients, such as sweet almond oil and trealose, across hair strands to combat dryness and retain moisture.

In Portugal, the Beauty in Town event is returning to NorteShopping in Matosinhos from October 9 to 11. The event features various beauty brands, including Perfumes & Companhia, Mitso, and ÈME Beauty, offering discounts and professional services. Attendees can access hair diagnostics from Redken and skin diagnostics from Eucerin, alongside makeup demonstrations.