R COMPANY PERSPECTIVE 75


Navigating a quarter- century of change


Marie-Mélanie Levecq - Dow Personal Care


Over the past 25 years, the personal care industry has undergone a profound transformation. From the rise of indie brands and the digital revolution to the growing demand for natural ingredients and sustainable practices, the landscape has shifted dramatically. Through it all, consumers’ interest in improved


innovation and performance has only grown stronger, driving the industry to new heights. At the heart of this evolution stands Dow Personal Care, a global raw material supplier whose scientific rigour, market insight, and regional adaptability have positioned it as a key enabler of innovation across the value chain. In this in-depth feature, I explore the pivotal


developments that have shaped the industry through the lens of Dow Personal Care, with insights from Jennifer Marques, global strategic marketing director, and Isabelle Van Reeth, technical service and development fellow. Together, they share reflections on industry shifts and Dow’s approach to unlocking sustainable growth in a market under constant transformation —working alongside brand owners, contract manufacturers, and formulators to help meet the evolving expectations of today’s beauty consumers.


A shifting value chain: complexity and opportunity The personal care value chain has expanded and diversified significantly since the late 1990s. What was once a relatively linear path from ingredient supplier to brand owner has evolved into a complex ecosystem involving contract manufacturers, private labels, consultants, and indie brands. The emergence of a diverse range of smaller and independent brands has contributed to a fragmented landscape. This underscores a strong need for consistent scientific guidance and open dialogue to ensure informed decision-making and maintain high standards across the industry. “We’ve seen a growing demand for scientific expertise in certain parts of the value chain,


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which makes our role more important than ever,” says Isabelle Van Reeth. “Our application expertise, understanding of consumer needs and knowledge of global regulations are the foundation that enables us to create products that are not only aesthetically appealing, but also safe, effective, and grounded in rigorous research.” The role of contract manufacturers has


evolved significantly in response to the shifting dynamics of the beauty industry. While they were once primarily focused on serving global and regional brand owners, many now actively support indie brands and emerging players. This shift has led many contract


manufacturers to broaden their service offerings—extending beyond manufacturing to include technical support, formulation expertise, and access to lab infrastructure that smaller brands often lack. At the same time,


consultants have emerged as key partners in helping companies navigate the complexities of the value chain, offering strategic guidance and bridging capability gaps. “As the beauty landscape becomes


increasingly fragmented, with a growing number of niche and indie brands entering the scene, having a seat at every part of the value chain has become critical,” says Marques. “This evolution has required us to adapt to


better understand how we can engage more meaningfully across the ecosystem. It’s about enabling entrepreneurs to access our broad portfolio and performance data, while also reimagining how we collaborate with contract manufacturers and consultants to foster innovation and agility.” Dow recognizes the critical role of its distribution partners in reaching and supporting the fragmented market. “To meet these evolving


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