BASF’s in-cosmetics campaign is built on the following four personal care elements: protect; cleanse; beautify and maintain. The global company has unveiled attractive new solutions for healthy skin and hair serving the latest trends in the personal care market.
‘Today’s health-conscious and responsible-minded consumers want cosmetics brands that support their lifestyle and well-being and that are eco-conscience. The demand for sustainably sourced products is increasing. With our expertise in claims, formulations and efficacy testing as well as our biological knowledge, we support our customers to meet consumers’ heartfelt needs,’ says Dirk Mampe, VP business management, personal care solutions Europe.
Cosmos approved products and formulations
The ‘back to nature’ trend has a strong impact on personal care. Increasing consumer demand for natural cosmetics has become one of the industry’s most important drivers.
BASF is the largest provider of raw materials that are approved for natural and organic cosmetic products under the COSMetic Organic Standard (Cosmos). This is one of the most important points of references for the industry. BASF’s portfolio for cosmetics products includes 130 ingredients that have already been registered with Cosmos. Together with a broad selection of formulations complying with Cosmos requirements for natural or organic cosmetics, all approved ingredients are listed in the latest edition of BASF’s Cosmos booklet.
The booklet includes rinse-off formulations for skin and hair as well as leave-on formulations for face and body. BASF’s ‘leaves index’ indicates the eco-status of all ingredients used in the different formulations and provides a comprehensible and transparent overview for manufacturers that want to formulate products according to Cosmos’ requirements.
New from the Colors & Effects brand
In line with this year’s trends, BASF’s range of pigments at in-cosmetics celebrates individual beauty and diversity. Under the Colors & Effects brand, the company has introduced the proud to be you theme, demonstrating its commitment to supporting inclusion within the cosmetics industry. The range of innovative pigments for makeup and personal care products celebrate and enhance everyone’s individual beauty.
The various shades and effects are designed to bring out the best in everyone. Indigo, the latest addition to the Flamenco Summit family, delivers best in class chroma and exceptional brilliance that creates a richer effect in the blue-violet colour space. Featured in the proud to be regal theme, Flamenco Summit Indigo is a natural mica based interference pigment, sourced safely and responsibly from BASF’s wholly owned mine in Hartwell, Georgia, USA.
Natural beauty from within is the main theme for proud to be radiant, where the Colors & Effects brand is focusing on skin-perfecting and radiance in both skin care and makeup. This theme showcases formulations with subtle but surprising effects with immediate action.
Proud to be natural focuses on effect pigments for natural and organic cosmetics with Cosmos, Natrue and natural mica derived pigments.
Proud to be unique features dramatic makeup effects such as metallic and high sparkle, which give everyone an opportunity to shine and stand out.
Youthfulness from within the hair follicle
At the Innovation Zone, BASF is showcasing its anti-ageing active ingredient for hair, DN-Age. This active slows down the hair greying process and reduces hair loss by protecting hair follicle cells. It acts on the scalp by preventing UV-induced DNA damage.
DN-Age leads to greater hair density. During a clinical study on the active ingredient, 80 percent of the participants perceived their hair to be stronger, fuller, and thicker.
BASF shares its formulation expertise
The Formulation Lab at in-cosmetics offers R&D laboratory staff an opportunity to learn techniques first hand from personal care ingredient specialists during interactive training sessions in a fully equipped laboratory.
BASF experts will guide the participants in how to formulate a shampoo with excellent foaming properties, outstanding mildness and distinct benefits in wet and dry conditioning.
Although sulphate-containing surfactants are still the first choice for formulators when it comes to developing efficient and convenient cleansing products for body and hair, formulations with alternative surfactant systems are on the rise. During the session, BASF experts will help create a shampoo formulation based on mild surfactants and a natural conditioning polymer combined with a conditioning booster, a synergistic thickener and an APG based pearlescent concentrate.
