Superior science, stronger growth: the R&D shaping Unilever’s haircare brands

Consumer haircare is going through a science-led shift – a trend that’s sparking innovation across our brands and growth for Unilever’s global category.

Shoppers are increasingly scrutinising the ingredients, claims and results of hair products^[b] in the same way as they approach skincare. They’re informed about the efficacy of ingredients, they want to feel confident about claims and they’re looking for formulas that make them feel good, not just look good.

With decades of world-leading R&D expertise in haircare science, plus more than 50 patents and over 80 scientific publications focused on scalp health alone, Unilever is well placed for the so-called ‘skinification’ of haircare. We’re meeting growing demand for products that shield hair from damage and help boost strength and volume through skincare-inspired formulas.

Our Haircare business delivered high single-digit growth in H1 2026, led by Dove’s breakthrough Intensive Repair range, which replenishes hair fibre from the inside out. Our prestige bio-tech haircare brand K18 also delivered another quarter of strong volume-led growth and has expanded into several new markets since its acquisition by Unilever in 2024.

Moving towards holistic hair wellness

“The next chapter of haircare is about moving beyond cosmetic benefits toward holistic hair wellness,” says Jason Harcup, Chief R&D Officer, Unilever Beauty & Wellbeing.

“With our leadership in haircare and decades of scientific expertise spanning beauty and wellbeing, we’re uniquely positioned to shape this evolution. By combining world-class hair science with a deeper understanding of the connections between beauty and wellbeing, we’re developing innovations that meet consumers’ evolving expectations.”

Three recent launches from our brands show the science of haircare in action: Dove’s UV Repair & Glow range, Nexxus Keraphix and Sunsilk Bouncy Big Hair.

Introducing Dove UV Repair & Glow

For years, heat styling took the blame for most hair damage. But new Unilever research, published in the International Journal of Cosmetic Science, reveals that everyday UV exposure can cause up to four times more protein damage over time than heat, creating oxidative stress that weakens hair fibres, dulls shine and speeds up long-term damage.

UV damage is now understood to be the second-largest cause of hair damage, behind only bleaching, and it happens every single day, whether the sun feels strong or not.

This insight led our R&D teams to develop Dove’s UV Repair & Glow range – a new line, built around HPF (Hair Protection Factor).

Powered by an antioxidant complex of citric and ferulic acid, HPF 70 protects hair from internal UV damage for up to 70 hours with repeated use, repairs up to 99% of accumulated internal damage and boosts shine by up to ten times for up to 120 hours.

The range taps into the soaring hair sun protection market, forecast to reach $1.2 billion by 2033, and gives Dove a market-making opportunity.

The line also advances Dove’s progress in circular packaging, with recyclable shampoo bottles containing 50-100% PCR plastic (depending on the region). Products also feature tubes designed for recyclability and recyclable jars, and work is underway to improve the recyclability of premium packaging formats.

Nexxus Keraphix and Keratin Resistance Therapy

Hair is more than 90% protein, so real strength relies on its internal structure. That’s the thinking behind the relaunch of Nexxus Keraphix, backed by 15 years of research and 12 pending patents. It’s built around KRT (Keratin Resistance Therapy), a technology rooted in proteomic science, the study of hair’s structure at a molecular level.

In everyday terms, hair’s strength comes from disulfide bonds, tiny internal links that hold the protein structure together. Damage from bleaching or heat breaks these bonds, and you often can’t see it happening until the hair starts to feel weak or snaps.

KRT is designed to protect and rebuild this internal structure, and it’s in every product in the Keraphix range. Powered by a liquid crystal serine amino acid, it forms a flexible internal matrix inside the hair fibre, working from cuticle to cortex rather than sitting on the surface.

The results are significant. When using the Nexxus Keraphix Liquid Crystallizer treatment – which contains the highest levels of KRT in the range – hair is left up to 34 times stronger, disulfide bond breakage is reduced by up to 50% (before bleaching)^[c] and 96% of consumers report instant softness after just one use.^[d]

Sunsilk’s Bouncy Big Hair range

Consumers want hair that feels fuller, denser and more voluminous. Yet much of the hairfall category remains focused on solving the problem of hair loss. Sunsilk’s Bouncy Big Hair range was developed to address this gap, combining innovations that support growth, strengthen retention and amplify volume to help create visibly bigger hair.

The formulas combine clinically proven technologies with ingredients that target multiple drivers of hair density, and each format is designed to deliver distinct benefits. Patented dynoxidil technology is clinically proven to accelerate growth, enhancing the structural integrity of follicles and boosting cellular regeneration to multiply faster, prolonging hair’s growth cycle. Zinc fortifies the root anchorage of follicles during the hair loss phase, locking in strands for longer. Ceramides are known to help revitalise the scalp, strengthening the skin barrier and boosting fragile hair. Uniquely activated coconut oil works on the surface and from within the hair fibre to reduce hair breakage, with the added benefit of reducing greenhouse gas emissions compared to previous technologies.

With a blend of these groundbreaking innovations, Sunsilk delivers on every dimension of big hair with proven claims, including saving up to 6,000 strands in four weeks, preventing up to 98% of hairfall due to breakage and boosting volume by up to 4x.

The Bouncy Big Hair range comes in recyclable shampoo bottles containing up to 80% post-consumer recycled plastic with recyclable caps and jars and tubes designed for recycling. The brand is also working to improve recyclability of pumps.

The future of haircare science

“Looking to the future, we expect haircare to evolve from temporary cosmetic fixes toward deeper structural resilience, protection and prevention,” says Jason.

“Technologies rooted in proteomics, amino acid science and biomarker research will increasingly focus on strengthening hair before damage occurs, not simply repairing it afterwards.”

Frequently asked questions

• What haircare brands does Unilever own?

  Unilever haircare brands include Power Brands Dove, TRESemmé, Nexxus, K18, Clear and Sunsilk. Our haircare brands reported high single-digit growth in Unilever’s H1 2026 financial results, with science-led brand innovations performing strongly. Brands are moving to formulas inspired by advanced haircare science, with 2026 launches including Dove’s UV Repair & Glow range, Nexxus Keraphix and Sunsilk Bouncy Big Hair.

• What is science-led haircare and why does it matter?

  Science-led haircare refers to products that are formulated using evidence-based research, clinical testing and advanced technologies that target hair’s internal structure, not just surface-level improvements. This approach matters because consumers increasingly scrutinise ingredients lists and efficacy claims in the same way that they evaluate skincare products – a trend called the ‘skinification’ of haircare. Unilever’s haircare science strategy addresses the trend through innovations like Dove’s HPF Hair Protection Factor technology, which shields hair from UV damage, and the Keraphix range from Nexxus, which uses a proteomics-based formula proven to deliver up to 34x stronger hair.

• What are the latest trends in haircare science?

  Technology is transforming the haircare industry from cosmetic surface treatments to structural health solutions that strengthen and protect hair and help prevent damage. The hair sun protection market is predicted to be worth $1.2 billion by 2033 and Dove’s new UV Repair & Glow range gives the brand an opportunity to grow in this emerging space. The range includes a Bi-Phase Serum + Oil with HPF (hair protection factor) 70 which provides up to 70 hours of protection from internal UV damage, the second-largest cause of hair damage. Nexxus Keraphix Liquid Crystallizer also provides protein science to help prevent hair damage, leaving hair up to 34x stronger with 96% of consumers saying their hair felt softer after the first use.