NEW Objective Evaluation of Curly Hair Products

April 21, 2025

zurko

Curl Retention and Elasticity as Key Efficacy Parameters

Curly hair care has become a booming category within hair cosmetics, driven by consumers seeking formulations tailored to their hair type, with natural ingredients and real, visible results. In this context, having objective techniques to evaluate the efficacy of curly hair products is a valuable tool both for R&D and for commercial validation.

At Zurko, we have developed two specific methodologies for the analysis of products designed for curly hair: curl retention evaluation and elasticity assessment. Both tests provide objective, differentiating data that can strengthen your product claims, optimize your formulation, and elevate your positioning in the market. These techniques allow for the quantifiable measurement of fundamental properties that are essential for curly hair product users.

Curl Retention: Long-Lasting Definition and Shape Memory

Curl retention determines a product’s ability to maintain the natural shape of the curl after exposure to adverse conditions or the application of a deforming force. This test provides key information on the definition, durability, and structural integrity of the curl over time. The evaluation is performed using standardized image analysis, with photographic captures taken before and after product application, followed by temporal monitoring under controlled conditions. By assessing how well the curl retains its form, manufacturers can gain valuable insights into a product’s performance and its contribution to maintaining a well-defined curl pattern throughout the day.

Elasticity: Resistance to Deformation

Elasticity in curly hair refers to its ability to withstand deformation and return to its original shape without losing definition or structure. To assess this, we apply a combined methodology: we conduct a standardized elongation test, complemented by general photography and measurement of curl length after a controlled deforming force is applied. This allows us to gather precise data on the curl’s recovery capacity, distinguishing products that truly enhance elasticity from those that tend to relax the hair fiber.

Added Value for Formulation and Positioning

These techniques provide significant value to hair care product manufacturers:

- - - Enable formulation optimization from early development stages

- - - Help substantiate technical claims such as “memory effect without stiffness,” “flexible and resilient curls,” or “curl recovery”

- - - Offer competitive differentiation in a demanding market that values proven efficacy

Conclusion

The curly hair market is evolving toward innovation, transparency, and measurable evidence. With these tools, we help brands turn sensorial benefits into solid data, building trust with consumers, distributors, and regulatory bodies alike.