Our work investigates the correlation between consumer language, perceptions related to hair straightness and alignment, and technical measurements taken with optical imaging (the Rumba technique). Through qualitative and quantitative panelist surveying, this study expands industry understanding of consumer language associated with hair appearance, and how well these descriptions compare to technical measurements of straightness and alignment.

A comprehensive, multi-method investigation into the structural and chemical diversity of often underrepresented hair types and their varied responses to bleaching and peptide-based restorative treatments. Here, the authors employed a suite of analytical techniques - including FTIR spectroscopy, thermal analysis (TGA and DSC), mechanical tensile testing - to systematically compare hair fibres under consistent experimental conditions, with proteomic analysis aiming to shed light on the impact of certain hair treatment. The findings reveal significant differences in molecular composition, thermal behaviour, and mechanical properties across hair types, particularly in response to damage and treatment, laying the groundwork for the development of more personalized and effective hair care solutions tailored to the unique characteristics of diverse hair types.