64 COMPANY PERSPECTIVE
Jessica Dynda - Koster Keunen
Waxes have long been a silent powerhouse in the world of beauty and personal care. They provide essential structure, texture, and stability that make countless formulations possible. While trends have evolved and expectations have grown, the fundamental value of wax has remained constant. At Koster Keunen, we understand that
creating and developing high-performance formulations requires more than just ingredients—it requires a spirit of collaboration and shared purpose. We believe that when people come together, they can enable innovation and effective product development as well as a healthier, more sustainable planet. This guiding philosophy, which we call We
Are All One Hive, inspires every aspect of our work and connects us to the broader community of suppliers, formulators, and brands who share our vision for the future. This is the heart of everything we do. Koster Keunen began as a family business
after the 1852 wedding of Johanna Keunen and Bernhard Koster in the Netherlands. The couple built their first factory in Aalst near Eindhoven to refine beeswax. The prime user of refined beeswax was
the candle industry. Back in those days, bleaching beeswax was a seasonal task; the only available method was exposing beeswax to sunlight in large open fields. In 1930, we founded a second home base in Sayville, New York, to supply the US market; later moving to Watertown, Connecticut in 1994. Koster Keunen continues as
a family owned business today. Beeswax remains the foundation of our business and one of our principal products. For over a century, Koster Keunen has
manufactured the world’s finest waxes, enabling the personal care industry to innovate, create, and solve challenges. Our work is rooted in ethical sourcing,
scientific rigour, transparency, and sustainability, ensuring every formulation we support delivers measurable performance while making a positive impact beyond the product itself. As we mark this milestone alongside
Personal Care, we celebrate the power of collaboration, the enduring role of wax, and the collective commitment to building a more sustainable future for our industry.
The enduring role of waxes in personal care: then and now Waxes have been essential to personal care formulations for generations. From the earliest color cosmetics to today’s advanced skin care, waxes provide structure, stability, and barrier protection—whether in a lipstick, mascara, ointment, or cream.
PERSONAL CARE August 2025
Innovating with wax in personal care
Koster Keunen
co-founders Bernhard Koster (left) and
Johanna Keunen (right) Over the past 25 years, consumer
expectations and regulatory landscapes have transformed. The demand for waterless formulations has surged, driven by environmental concerns and the need for reduced packaging and preservatives. Regulatory frameworks have grown more
complex, requiring greater transparency and traceability. And formulators now seek multifunctional ingredients that deliver performance across a broader range of product types. Yet amid this change, some constants
remain. Natural waxes like beeswax continue to hold an irreplaceable place in formulation development—not only for their environmental benefits and technical performance, but
for their unique properties that cannot be replicated. Beeswax, in particular, plays a vital role in supporting the global ecosystem, making its use in personal care both functional and deeply meaningful.
The science of wax: from misconceptions to mastery At Koster Keunen, our commitment to advancing the science of waxes goes beyond simply providing high-quality ingredients; it encompasses a dedication to education, research, and collaboration within the personal care industry. Lipids, including waxes, are fundamental components in personal care formulations.
www.personalcaremagazine.com
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