• A global company was seeking a way to straighten hair permanently using safer materials
  • Current technologies (e.g. formaldehyde) were efficacious, but time-consuming and in some cases highly toxic and banned
  • Need for a solution giving similar or higher performance than current material without the safety issues

yet2 Strategy and Role:

  • Investigated commercially available cross-linking materials and also contacted experts in polymerisation
  • Solutions sought from the fields of textiles, pulp and paper, and renewable and sustainable chemistry and others


  • yet2 identified 30 solutions
  • yet2 facilitated technical phone meetings with five providers
  • NDAs signed with three providers


  • the client has agreed to fund development work aimed to test materials and combinations (under various conditions) with one solution provider