Fragrance's bloom effect; elevate hair care sensorial experience with HydroAvena™ HpO
Discover HydroAvena HpO, a protein and polysaccharide complex that boosts the diffusion of fragrances, allowing the creation of emotionally engaging routines that go beyond traditional care.
Why the fragrance bloom effect matters in hair care
Consumers are increasingly seeking noticeable and enhanced sensory experiences that can create pleasure and help relieve stress.
A recent study by VML Intelligence reported that 51% of consumers perceive stress as the biggest challenge to their health(1). Their desire to feel better and to overcome feelings of overwhelm is stronger than ever.
How can the beauty industry help consumers relieve stress? Well, one key aspect is the sensorial effect of fragrances and their powerful entry point to emotions. Did you know that 75% of daily emotions are influenced by smell (2)? While other senses such as vision and touch go through the thalamus before being processed by the brain, olfactory signals are directly linked to the limbic system in the brain, the area responsible for emotions and memory.
The fragrances have the power to influence mood, memory and emotional state. But creating a formulation that can provide a relaxing effect, boost joy, or reduce stress is not just about the choice of fragrance, it is also about the entire sensorial effect of formulation and the way it is experienced (2).
This is where the so-called bloom effect comes in. The bloom or blooming effect refers to the diffusion of fragrance during use, as well as over time. The bloom effect is crucial in delivering the expected 'wow' effect from a fragrance and understanding it is essential in creating a truly engaging sensorial experience. And this is why you will love our new data on HydroAvena HpO.
HydroAvena HpO: a multifunctional active, beyond basic care
HydroAvena HpO combines performance and sensoriality in a single multifunctional ingredient. Already recognised for its proven versatility in skin and hair care, HydroAvena HpO now demonstrates its ability to create a more immersive sensorial experience in hair care that can support our wellbeing.
Benefits you already love: promote youthful and healthy skin
HydroAvena HpO promotes skin suppleness and elasticity across a wide range of applications.
- When applied from an emulsion, it delivers an instant improvement in skin extension, with continued benefits observed over several days, supporting mid-term benefits.
- When incorporated into a detergent system, HydroAvena HpO helps to maintain skin elasticity and recovery, demonstrating its ability to preserve skin suppleness from the potential negative effects of some detergents.
New exciting data: amplify fragrance bloom with a long-lasting effect
A sensory evaluation on hair carried out at the end of 2025 demonstrated HydroAvena HpO's ability to amplify fragrance bloom, while delivering a long-lasting scent for several days.
An average increase of 68.8% in fragrance bloom was observed in testing after rinsing out the conditioner containing HydroAvena HpO, regardless of fragrance category. But that's not all, HydroAvena HpO was also shown to enhance fragrance diffusion by up to 86.6% several days after application.
What makes HydroAvena HpO special?
Would you prefer an active ingredient simply based on proteins and polysaccharides, to help your hair to smell beautiful for days? HydroAvena HpO can provide a multi-care and multi-sensory experience across multiple applications.
Whether used in skin care cream, shower gel, hair care conditioner and treatment, or even in emerging hair fragrance formats, HydroAvena HpO stands out through its versatility and its ability to extend moments of pleasure on hair.
HydroAvena HpO truly sets itself apart by combining efficacy and distinctive sensorial appeal and with a sustainable profile:
- Derived from oat feedstock locally sourced in the UK
- 99.2% natural (according to ISO 16128)
- COSMOS approved
- Vegan* suitable
- Halal approved
- PE-free
- Non-GMO
*can be considered to be generally suitable for vegan; however, as there is no single agreed definition nor a standard, global certification, if you are interested in making a vegan claim, please request our Vegan Suitability statement for specifics on this product, and compare to the certification(s) you are seeking to meet.