A NEW BIO-BASED SURFACTANT MEETING IMPORTANT SUSTAINABILITY CRITERIA
Changing consumer expectations are driving innovation in the cosmetics industry. There are increasing preferences for products that support self-care and that are aligned with an eco-conscious lifestyle. Overall, this trend is often referred to as “natural beauty”. Today, this is far more than a niche market. In Europe, the number of products that are launched featuring a claim that they are more than 90% natural combined with an additional claim that they are alternatives to sulphates and/or COSMOS certified is growing extremely fast (2).
At the same time, consumers expect natural beauty products to deliver proven results in terms of caring for hair and skin. This may include mild formulations that offer a gentler experience. Similarly, consumers look for sustainable products that can repair or strengthen hair.
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