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The object of research is the formulation of probiotic gel shampoos enriched with short-chain peptides of whey proteins and probiotic lysate. The intensive growth in demand for new types of cosmetics, including cosmetics with probiotics, causes the desire of manufacturers to constantly improve products to meet consumer requirements. Of the whole complex of factors that form the final quality of natural cosmetics, from the point of view of the consumer, one of the most important is the planning and development of component content of products. Therefore, a promising task is studying the possibilities of creating probiotic gel shampoos based on available natural components, which, thanks to the mathematical modeling of formulations and the use of promising technologies, allows to predict their high popularity and effectiveness. The work substantiates the feasibility of using whey nano-filtrate as an extractant to extract biologically active substances from medicinal raw materials for the production of probiotic gel shampoos. The expediency of using extracts of peppermint grass, nettle leaves and marigold flowers as part of probiotic gel shampoos enriched with short-chain peptides of whey proteins and probiotic lysate has been shown. Due to the optimized ratio of medicinal plant extracts in the composition, the target product has high functional properties. The ratio of extracts of nettle leaves, marigold flowers and peppermint grass is 2:1:1, while the mixture of extracts has a maximum antioxidant activity of 1262.255 act. units. As a result of the research, «Probio-beauty» probiotic gel shampoo formulations are developed for daily use and for strengthening and restoring hair. Quality indicators developed with optimized formulations of «Probio-beauty» probiotic gel shampoos meet the requirements of regulatory documents. Since today there are no cosmetic products with probiotics produced in Ukraine on the market, the implementation of research will allow to occupy the niche of «natural cosmetics». And correctly conducted marketing activities that are offered in this work will allow to gain a foothold in the cosmetics market, make the brand recognizable and expand the product range based on consumer preferences.

Modeling of probiotic gel shampoo recipes with vegetable extracts and marketing analysis of their market promotion