Strengthens Cuticles Naturally. ncredible Repair. AC Split End Complex MSX. Derived. Versatile. Healthier feeling hair. Technical Data Sheet

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1 Code Number: 20375MSX INCI Name: Hydroxypropyltrimonium Hydrolyzed Rice Protein/ Siloxysilicate & Oryza Sativa (Rice) Extract INCI Status: Conforms REACH Status: Complies CAS Number: & EINECS Number: N/A & Versatile Strengthens Cuticles Naturally ncredible Repair Derived Healthier feeling hair BACKGROUND Split ends are ultimately the result of mechanical damage to the hair. A variety of factors influence the mechanical damage that promotes split ends. Chemical influence or sunlight induced hair damage will weaken the hair making it more prone to split ends. Hair care products rich in conditioning agents reduce combing force making split ends more likely. A well-formulated hair care regimen will significantly reduce the formation of split ends. The question remains how does one reduce the appearance or repair split ends once they have formed. The truth is that there is no way to reseal the hair. There are however several strategies for creating the illusion of undamaged hair until healthy hair can be grown. SCIENCE Hair damage is directly correlated with charge density. As the tip of a hair fiber begins to crack, fray, and eventually split, this in turn multiplies the electronegative sites for that follicle, making it many times stronger than an undamaged follicle. Like with any electrical charge, the electronegative sites will tend to repel each other, exacerbating the appearance of split ends. By applying a cationic low molecular weight quaternary compound such as a hydroxypropyltrimonium hydrolyzed rice protein, it is possible to neutralize the electric charge, virtually eliminating the static interaction. Origin: Botanical Processing: GMO Free No Ethoxylation No Irradiation No Sulphonation Additives: Preservatives: None Antioxidants: None Other additives: None Solvents Used: Water Appearance: Clear to Slightly Hazy Liquid Soluble/ Miscible: Water Soluble 86.05% Biodegradability Microbial Count: <100 opg, No Pathogens Suggested Use Levels: % Suggested Applications: Hair Repair, Hair Strengthening Benefits of Strengthens Existing Hair Repairs Damaged Cuticles Versatile in Formulations This achieves the effect of eliminating some of the pressure pushing the ends of the hair apart. Having neutralized the charge with the quaternized compound, a material is applied to help hold the damaged ends together. For this, we have chosen a high molecular weight glucan based rice biopolymer. Version#3/ / Form7 page 1/5

2 The polyglucan seals the hair while providing enhanced lubricity to reduce combing force. Although has a higher molecular weight, the rice polyglucan does not contribute to build-up due to its water-soluble nature. BENEFITS Split ends are the bodies way of signifying damaged or unhealthy hair, thankfully, by utilizing AC Split End Complex MSX you will be able to give the body time to repair itself while not having to worry about your appearance or further damage with other harsh chemicals. Using in formulation will help bring balance and health for a natural, youthful appearance. EFFICACY Hair studies were conducted using five participants. Each subject had their baseline photo taken prior to having their hair washed. The participant was also asked to complete a survey rating their hair prior to treatment on a scale of 1 to 10, with 1 being the lowest and 10 being the highest, using the following parameters cleansing, smoothing, dry and wet combability, anti-frizz, overall feel, shine and hydration. Half of the head was treated with the control shampoo and conditioner while the other half of the head was treated with 2.0% in the base shampoo and base conditioner. After the application and rinse of the test and positive control products, each participant s hair was blown dry using a round brush on both sides of the head. Once the hair was completely dry, the participant was asked to again assess the same parameters of both halves of their hair. Assessments were made using a rubric from 1 to 10, with 1 being the lowest and 10 being the highest. Parameters Tested Control Shampoo Experimental (2.0% AC Split End Complex MSX in Control Shampoo) Control Experimental (2.0% in Control ) Cleansing X X Smoothing Wet Combability Dry Combability X X Anti-Frizz X X Overall Feel X X Shine X X Hydration X X Mean Chart 1. Average Results for Participant s Sensory Assessment. Parameters Tested Percent Difference Comparison of Control Shampoo vs. Experimental (2.0% in Control Shampoo) Percent Difference Comparison of Control vs. Experimental (2.0% ) in Control ) Cleansing 0% X Smoothing 0% 18% Wet Combability 40% 15% Dry Combability X 0% Anti-Frizz X 29% Overall Feel X 29% Shine X 29% Hydration X 13% Mean 40% 19% Chart 2. Percent Difference of Participant s Sencory Assessment. Version#3/ / Form7 page 2/5

3 Assessment of Hair Characteristics Rating from 1 (worst) to 10 (best) Cleansing Smoothing Wet Combability Dry Combability Anti-Frizz Overall Feel Shine Hydration Control Shampoo Experimental (2.0% AC Split End Complex MSX in Control Shampoo) Control Experimental (2.0% AC Split End Complex MSX in Control ) Graph 1. Rating of hair characteristics following sensory assessment. & Figure 1. Full head Baseline, Untreated Hair. Figure 2.. & Figure 3. Full head Baseline, Untreated Hair. Figure 4.. Version#4/ / Form7 page 3/5

4 with Control & Figure 5. Full head Baseline, Untreated Hair. Figure 6.. & Figure 7. Full head Baseline, Untreated Hair. Figure 8.. When comparing hair characteristics of the basal assessments to the post style assessments, the benefits of including 2.0% in a shampoo and conditioner are even more apparent. In relation to the baseline readings, the test-half of the head improved the intended subjective parameters, improving smoothing, wet combability, anti-frizz, total feel, shine and hydration by 18%, 15%, 29%, 29%, 29% and 13% respectively. It is clear from the images in this study that helps create a smooth, sleek hairstyle. Additionally, in all tests, the hair is noticeably shinier, with less frizz and a more hydrated appearance. The professional stylist who performed the actual tests by applying the product, styling the hair and documenting the images said is great for smoothing damaged or frizzy, unruly hair. This product enhances the shine and overall feel of styled hair. Works great when heat is applied - it is recommended to use a flat iron/curling iron immediately after blow drying hair to seal the ends. AC Split End Complex MSX is good to use in a leave on application or shampoo and conditioner for perceivable benefits. Version#3/ / Form7 page 4/5

5 Comparison of Control vs. Experimental Wet Combability 30% 25% Hydration 20% 15% 10% 5% 0% Dry Combability Shine Anti-Frizz Overall Feel Graph 2. Hair Assessment results for sensory characteristics. The results of the assessment indicate that when incorporated into a shampoo, Complex MSX did show improvement in wet combability. However, when used in a conditioner AC Split End Complex MSX is capable of improving wet combability, anti-frizz, overall feel, shine and hydration more than the control conditioner. These results can be further supported by Figures 1 through 10, where clearly the half of the subject s head treated with 2.0% appears shiny, smooth and less frizzy. Additionally, the subjects reported a significant increase in smoothness and overall feel of the hair, especially when heat was applied for styling. References 1) Robinson, V.N.E (1976) A study of damaged hair Journal of Cosmetic Chemistry. 27, (1976) 1976 Society of Cosmetic Chemists of Great Britain 2) Jachowicz, J (1987) Hair damage and attempts to its repair Journal of Cosmetic Chemistry,3 8, (July/August1 987) 3) Jianguo G. Wu; Chunhai Shia and Xiaoming Zhanga (2003). Estimating the amino acid composition in milled rice by near-infrared reflectance spectroscopy. Field Crops Research. Retrieved January 8, ) Garris et al.; Tai, TH; Coburn, J; Kresovich, S; McCouch, S (2004). Genetic structure and diversity in Oryza sativa L.. Genetics 169 (3): ) Murphy, Denis J. (2007). People, Plants and Genes: The Story of Crops and Humanity. Oxford University Press. p ISBN Active Concepts, LLC Lincolnton, NC. USA www. activeconceptsllc.com Office: +1 (704) info@activeconceptsllc.com Active Concepts S.r.l. Milano ITALY Tel info@activeconcepts.it Active Concepts LLC, Asia Kaohsiung, Taiwan Tel josephyeh@activeconceptsllc.com Information contained in this technical literature is believed to be accurate and is offered in good faith for the benefit of the customer. The company, however, cannot assume any liability or risk involved in the use of its chemical products since the conditions of use are beyond our control. Statements concerning the possible use of our products are not intended as recommendations to use our products in the infringement of any patent. We make no warranty of any kind, expressed or implied, other than that the material conforms to the applicable standard specification. Freedom from patent infringement is not implied. All information is for investigative purposes only. page 5/5