Clariant launches Genadvance™ Revive bringing hair repair into heat styling

• New 100% active ingredient turns everyday heat styling into a repair moment, helping restore damaged hair and seal cuticles
• Instrumental testing demonstrates up to 47% smoother hair, 52% easier detangling and 12% improved hair protein integrity – delivering visibly stronger, more resilient hair
• With growing consumer demand for salon-quality results at home, this easy-to-use liquid ingredient supports professional at-home hair repair treatments

MUTTENZ, September 22, 2026 - Clariant, a sustainability-focused specialty chemical company, has announced the launch of Genadvance Revive, a new functional hair care ingredient designed to bring repair and heat styling together. Activated by heat, Genadvance Revive helps repair hair damaged by bleaching, coloring and environmental stress as consumers blow-dry or straighten it, turning a routine associated with hair damage into an opportunity for repair.

The ingredient will be presented at in-cosmetics Latin America 2026 and will be available globally from the end of September 2026.

Where styling and repair unite

Driven by a generation that colors, chemically treats, and heat styles more than ever, the demand for repair has never been greater. Sixty-five percent of women report regular use of heat styling tools while simultaneously seeking healthier hair and salon-quality repair results at home. The hair restoration market is set to nearly triple by 2032[1] – and hair-damage management products saw a €139 million sales increase in key global markets[2], with more than a quarter of consumer-targeted hair influencer posts now highlight "damage repair" as a leading claim.

This shift is being shaped by three converging expectations: consumers seeking hair-health ingredients that work at a structural level going beyond surface-level shine; evolving routines centered around multi-step, science-backed and ingredient-led haircare; and a "home spa" mindset, with professional-grade results expected from daily routines.

Turning every styling moment into a repair one

Genadvance Revive is designed around these shifting expectations. Instead of asking consumers to choose between styling their hair and caring for it, the ingredient uses the heat already involved in blow-drying or straightening as part of the repair process.

Applied through rinse-off or leave-on formulations, heat from blow dryers or styling tools activates Genadvance Revive to interact with the hair's keratin structure, helping to seal damaged cuticles and protect the hair surface while supporting the restoration of healthier, stronger and smoother hair.

Instrumental testing on bleached hair tresses demonstrated that Genadvance Revive reduced friction by up to 47%, leading to improved cuticle alignment and hair smoothness. It also reduced the energy required for combing by 52%, supporting easier detangling and reduced mechanical stress during grooming.

The ingredient also improved hair protein integrity by 12%, indicating structural repair at the fiber level with instrumental testing showing an improvement in hair shine upon repeated use. Genadvance Revive also helps straightened hair retain its shape under high-humidity conditions, with visibly reduced frizz.

"What sets Genadvance Revive apart is its unique cuticle-sealing mechanism that works with heat styling tools to repair hair from within while doing something already embedded in routines," said Petra Kudla, Global Marketing Manager Hair Care, Care Chemicals, Clariant. "Consumers no longer want to choose between beautiful hair and healthy hair and with Genadvance Revive they don't have to - styling and repair happen together."

A solution for a growing category

Designed for easy integration into modern formulations, Genadvance Revive offers formulators an effective way to deliver advanced hair repair and meets the demands of today's heat-styling routines. Suitable for both rinse-off and leave-in applications in professional and consumer hair care products, Genadvance Revive is a versatile ingredient for brands seeking to address the growing demand for visible, high-performance damage repair solutions – with a formulation made from olive and rapeseed oil-derived ingredients.

Clariant will showcase Genadvance Revive at in-cosmetics Latin America 2026 on September 23-24 at the Expo Center Norte, São Paulo, Brazil. Visitors can experience the new ingredient firsthand and explore how the innovation can elevate their damage repair formulations.

Genadvance™ IS A TRADEMARK OF CLARIANT.

[1] Source: Maximizer Market Research.

[2] Year-on-year increase, 2022 to 2023.