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TP: Leverage innovation in the industry? SB: Let’s take washing your hair, for example, and the amount of water used. Climate change is creating more water shortage areas. How do we change consumer behaviour as an industry through innovation to help protect water for drinking? How do we help in terms of sustainable packaging and delivery of the products that we supply to consumers? There’s a role not just for
ingredient suppliers like Croda but also our customers. We need more strategic partnerships to make significant changes to how consumers use beauty products in the future.
TP: What does your crystal ball tell you about the future for the beauty industry? SB: Sustainability principles will be critical. They aren’t a nice to have, they will be a critical need to have. Producing and delivering sustainable products will become the licence to operate in the future. If you don’t, you will not be able to operate. Another thing is greater
personalisation. The younger generations want things for them, and that speak to their values. They don’t want to buy a skin foundation that doesn’t quite match - they want something that matches. We’re already starting to see some niche hair care brands where you can personalise shampoo and conditioner with different add-ins. But it will go much further than that due to technology. Most of us have devices that
measure our step count or heart rate. In the next decade, a lot of these things will also be able to measure skin ageing, skin moisturisation, condition of hair and so on. It’ll be like a medical programme, e.g. ‘This is today’s weather, you’ll need to put on product X, in this quantity’. We’ve got to make sure we
embrace the technology. There is a great opportunity for companies like Croda - who’ve got real scientific proof behind the products and the claims that we make - because if you’re going to use it in a
“Most of us have devices that measure our step count or heart rate. In the next decade, a lot of these things will also be able to measure skin ageing, skin
moisturisation, condition of hair and so on” Sandra Breene, Consumer Care president, Croda
more prescribed sort of way, you’ll need scientific evidence.
TP: What does AI mean for personal care ingredients? SB: In the past few years, we’ve invested in developing our robotic capability in formulation development to enhance our speed to market. It uses AI to identify and combine ingredients to come up with a formulation that gives the benefits you want. The robots can make up the
formulations 24/7, and then they get sent for testing.
Not only are they made up much more quickly and consistently, you also speed up the innovation part because the AI tells you what’s most likely to give you a stable formulation. We’ve also developed new
techniques for accelerated stability testing to shrink the time from idea to concept formulation. That’s where AI is really valuable, including our fragrance businesses like Iberchem and Parfex. It’s quite incredible
how it speeds up our ability to meet customer briefs.
TP: Is there anything else in your crystal ball? SB: Biotechnology is replacing traditional chemistry in lots of areas, and again, that’s linked to sustainability. How can we produce novel ingredients safely in a way that doesn’t take away land from crops or doesn’t use petrochemicals? Another change is the rise of
the Middle East and, in the longer term Africa, in terms of consumer power and how the cultural norms in those countries are going to drive change in the industry. It’s
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