By: Elena Whitmore

Many people struggle with hair concerns like frizz, breakage, and thinning. According to a Mintel report, around 40 percent of Americans are dissatisfied with their hair care routine. Despite the many products available, finding the right one for specific hair needs can be challenging.

MyWay Hair DNA is addressing this issue by developing science-driven formulas that focus on moisture, strength, and damage repair. The brand ensures that its products are Cruelty-Free, Sulfate-Free, Paraben-Free, and Phosphate-Free, aligning with the growing demand for safe, effective hair care solutions.

Science Behind the Products

One key differentiator of MyWay Hair DNA is its Fiber Enhance Prep™ technology—a scientifically developed system that aims to strengthen hair from within. Unlike many conditioners that only coat the hair’s surface, this patented technology works deep inside the hair shaft to reinforce the keratin structure and may reduce breakage over time.

“Our goal is to offer solutions that potentially improve hair health, not just create a temporary fix,” says Lila Emerson, CEO of MyWay Hair DNA. “We have focused on formulations that work on a deeper level, helping customers maintain strong, vibrant hair over time.”

Why Consumers Are Changing Their Hair Care Habits

Consumers are becoming more selective about the ingredients in their hair care products. A Statista study found that 60 percent of consumers now check ingredient lists before making a purchase. This shift has led to increased demand for formulas that prioritize ingredient transparency and effectiveness.
MyWay Hair DNA’s most popular products, the Repair Oil and Leave-In Conditioner, are designed to meet this demand.
The Repair Oil contains argan, avocado, sunflower, and castor oil, which are believed to help moisturize the scalp and potentially reduce dryness.
The Leave-In Conditioner features macadamia nut oil and quinoa extract, which may hydrate and strengthen hair for long-lasting resilience.

Competing in the Hair Care Market

The hair care industry is filled with brands utilizing science-based formulations. Companies have made a name for themselves with bond-building and protein-repair technology, making them some of MyWay Hair DNA’s strongest competitors.
To differentiate itself, MyWay Hair DNA focuses on personalization and inclusivity. The brand offers bundles designed for different hair types, allowing customers to choose products tailored to their unique needs.
This strategy reflects a growing trend in beauty—Euromonitor International predicts that personalized beauty could become a $45 billion industry by 2030.
“We do not believe in a one-size-fits-all solution,” Emerson explains. “Hair types vary widely, and so should the products people use.”

Expanding into New Markets

Currently, MyWay Hair DNA operates in the United States, but the company is preparing for international expansion. Within the next year, it plans to ship products to over 160 countries, giving more customers access to its science-backed hair care solutions.
The company is also investing in new product development, with a focus on scalp health and hair growth. Demand for these treatments is rising—sales in this category increased by 15 percent in 2023, according to NielsenIQ. More consumers are shifting toward long-term solutions rather than short-term fixes, pushing brands to develop more advanced, data-driven formulas.

What’s Next for MyWay Hair DNA?

As the beauty industry moves toward more personalized, results-driven solutions, brands that emphasize transparency and effectiveness are gaining consumer trust. While MyWay Hair DNA is newer than some of its competitors, its science-based formulas and commitment to hair health have fueled its rapid growth.
Emerson emphasizes that innovation remains at the core of the company’s mission.
“We are always looking for ways to refine our formulations and introduce new technologies,” she says. “The goal is to help people achieve healthier hair, no matter their starting point.”
As more consumers seek personalized, science-backed hair solutions, brands that listen to their customers and focus on real, measurable results are likely to be best positioned for long-term success.

Published by Mark V.