Amway Reformulates Satinique Hair Care Line

Amway has released its first major reformulation of the Satinique hair care collection in nearly 15 years. The new line centers on a patented technology branded as ENERJUVE, which utilizes a combination of creatine and ceramides to repair and strengthen hair fibers.

Amway research scientist Lane Duvel explained that the formulation addresses structural damage to the hair’s cell membrane complex, which is often compromised by heat styling, environmental pollution, and UV exposure. By stabilizing this layer, the products aim to keep the hair cuticle flat, preventing split ends and frizz.

The research team also incorporated 18-methyleicosanoic acid, a fatty acid naturally present on the hair's cuticle layer, to enhance smoothness and luster. Development involved laboratory testing that simulated recurring stress from combing and washing to measure the effectiveness of the compound.

The global rollout of the reformulated products began in Southeast Asia, where the company noted high demand for damage-mitigation hair care solutions. The line is now part of Amway's broader beauty and personal care portfolio.