76 COMPANY PERSPECTIVE


needs, we have redefined our operating model, focusing on accessibility and collaboration,” says Marques. “By strengthening our relationships with distribution partners, we ensure that even the most specialized players can access our high- performance ingredients, scientific expertise, and regulatory support. This close alignment allows us to deliver tailored solutions at scale.”


Adapting to market and purchasing habits evolution While today’s market is highly fragmented and offers consumers an abundance of choice, this environment also presents a valuable opportunity to reflect on past experiences— such as those stemming from the 2008 global financial crisis—and apply those lessons to navigate the current landscape with greater focus and strategic clarity. During the global financial crisis, the beauty


industry demonstrated remarkable resilience. At that time, the market was dominated by a handful of global brand owners, with fewer products available and limited retail channels. Despite the economic downturn, beauty sales remained relatively stable, supported by consumer loyalty and the strength of established brands. The pivotal shift came with the Covid-19


pandemic, which fundamentally reshaped the beauty landscape. The crisis triggered a profound transformation in consumer behaviour, particularly in how people discover, evaluate, and purchase beauty products. Online shopping surged, and


digital touchpoints—from social media recommendations to influencer tutorials—


PERSONAL CARE August 2025


Dow’s scientists multiply opportunities to meet with formulators such as during its Formulation lab session at in-cosmetics Global 2025 in Amsterdam, the Netherlands


became central to the consumer journey and dramatically lowered the barriers to entry. This shift was especially pronounced among younger generations like Gen Z, who embraced digital- first experiences and sought out brands that aligned with their values and aesthetics. The post-pandemic period saw a boom in


beauty innovation and brand launches, fuelled by pent-up demand and a surge in self-care trends, and the growing popularity of DIY beauty routines. Competing for consumer attention has


become as rapid and dynamic as shifts in product preferences, with consumers constantly encountering a growing and ever-evolving array of offerings.


“The speed at which products are being


launched today is unprecedented,” says Van Reeth. “While this dynamism fuels innovation, it also raises concerns about the robustness of claims substantiation. That’s why our commitment to rigorous testing and transparent data is more important than ever.” “Consumers today are more informed—or at


least they feel that way,” adds Marques. “They turn to apps, peer reviews, and influencers as trusted sources, sometimes in place of scientific data. This creates both a challenge and a powerful opportunity for us to educate and inspire to bring credible science-based insights into the conversation.” However, as the market matures, we are now witnessing a softening in consumer spending.


Shoppers are becoming more selective, often purchasing fewer products and seeking greater value and efficiency. This evolution underscores the need for brands—both established and emerging—to remain agile, digitally savvy, and deeply attuned to shifting consumer expectations. At the same time, it reinforces the importance of grounding innovation and engagement in a strong foundation of science. “Today’s leading brands—especially the established ones—are striking a balance between launching new products and rethinking existing ones,” says Marques. “They’re continuously refining formulations to enhance performance, meet evolving consumer expectations, and maintain loyalty. This ongoing improvement is part of their unique value proposition and what sets them apart in a competitive market. “At Dow, we have evolved our innovation


approach to support this dual need—enabling not only breakthrough product development but also the optimization of existing formulations. We emphasize our products’ versatility and the multiple benefits they offer, exploring how we can leverage them across different applications to ensure ease of use.” Over the past 25 years, while the


consumption pace and habits have changed, it is worth highlighting that consumers have consistently sought effective products offering various textures and use experience. This recurrent interaction has shaped their preferences and expectations, pushing raw material suppliers to continue rethink and propose inspiration formats and claims meeting the trends where they are. “We continue to launch multiple concept collections each year as part of our commitment


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