Styleze™ ES-Dura

INCI Guar Hydroxypropyltrimonium Chloride

Styleze™ ES-Dura ingredient for personal care applications provides outstanding styling performance in all weather conditions, including rain, high humidity, and arid climate. This high-performing, guar-polysaccharide technology offers highly desirable benefits to hair styling, conditioning, and treatment products, including enhanced curl definition, natural movement and feel, and frizz and flyaway control. The formulators at Ashland have optimized its molecular properties to deliver easy distribution, conditioning feel during styling, and high hold and stiffness.

Styleze™ ES-Dura ingredient is patent-pending technology based on cationically modified galactomannan. It has shown excellent resistance to rain showers, style retention in hot and humid conditions, and superior anti-static performance during combing. Its sensorial performance during both blow drying and air drying matches or surpasses the leading synthetic benchmark, Polyquaternium-11 (PQ11).

Styleze™ ES-Dura ingredient benefits the entire styling process, from its sensory attributes when dispensed to its characteristics during styling to its long-lasting wearability. This guar hydroxypropyltrimonium chloride ingredient brings gloss to a formulation, as well as cushion and glide. It holds its shape well when dispensed but breaks down easily on application to the hair. Styleze™ ES-Dura ingredient allows precision sculpting of curls and holds hair's shape during heat styling. It even allows for restyling if the hair is rewetted.