Until just a few years ago, hair care was almost exclusively confined to the bathroom. Shampoos, masks, oils, and serums were part of a specific routine: washing, drying, and styling.
Today, a new trend is emerging. Beauty routines are gradually moving beyond the home to become part of everyday life. Following in the footsteps of lipstick slipped into a pocket or hand cream tucked away at the bottom of a bag, hair is now also becoming something we touch up on the go.
It is in this context that IN Haircare introduces Final Touch, a finishing serum designed to be used after styling but also throughout the day. Founder Rebecca Cathline sums up this concept by drawing a parallel with the hair care products already part of our daily routines: a product that’s immediately accessible, meant to work in just a few seconds rather than overhauling an entire routine.
This trend reveals a subtle shift in the beauty market. Skincare is no longer viewed solely as a deep repair or a long-term treatment. It is also becoming part of an ongoing maintenance routine.
The appeal of Final Touch lies in its relatively simple formulation. The serum is based on cold-pressed organic virgin chia seed oil, combined with sweet almond oil, plant-derived squalene, and vitamin E. Together, these ingredients work to maintain moisture in the hair shaft while reducing frizz and breakage.
The choice of an unrefined virgin oil is noteworthy here. In the cosmetics industry, refining often improves the stability of raw materials but also reduces the levels of some naturally occurring compounds. The use of cold-pressed oil reflects a commitment to better preserve the seed’s original properties.
Details
Composition Highlighted by the Brand
- Cold-pressed organic chia seed oil
- Sweet almond oil
- Plant-based squalene
- Vitamin E
Another telling detail: it’s recommended for use on dry hair. Unlike many hair care products used before or during styling, the serum is designed to adhere directly to the hair shaft to smooth the cuticles and visually restore shine. This method of use makes the product more akin to a daily accessory than a simple hair care product.
Founded in 2019 by Rebecca Cathline and Didier Derozin, IN Haircare initially focused on promoting hair growth and strengthening textured hair. With a presence in over 350 retail locations and a large online community, the brand now appears to be expanding its scope to include more universal hair care solutions.
Final Touch may not be inventing a new formula. Above all, it formalizes a new approach: that of a hair care product that adapts to the rhythm of the day rather than waiting for the next shampoo. It’s a subtle shift that speaks volumes about how contemporary beauty is now moving away from ritual toward everyday use.
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