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to inspiring formulators around the world. It remains essential to propose a variety of formats tailored to regional preferences, and to demonstrate how our high-performing ingredients help create distinctive sensory experiences and visual appeal,” says Van Reeth.
Regional dynamics and emerging markets Nowhere is the pace of change more evident than in the Asia Pacific region, with its diverse consumer base and rapid innovation cycles. The introduction of a new
regulation represented a major shift for global suppliers and industry players operating in the Chinese market. In 2014, the Inventory of Existing Cosmetic Ingredients in China (IECIC) was launched to serve as the official regulatory list of cosmetic ingredients that are allowed for use in China. “Adapting to the new regulatory
requirements initially demanded significant effort, as continuing to sell our products meant undergoing a rigorous registration process. However, our strong local footprint in Asia Pacific - particularly in China - has been a game-changer,” says Van Reeth. “With application labs and scientists on the
ground we have been able to respond faster and more effectively. This regional advantage continues to empower us today to stay ahead of evolving regional trends and regulatory changes.” Over the years, regional brands have steadily
gained momentum. Their size, structure and local market knowledge have helped enable them to adapt quickly and drive innovation at pace. China is no exception. “Younger Chinese consumers are
increasingly favouring local brands,” adds Marques. “These brands are agile and innovative, and our proximity allows us to co-create solutions that resonate with this new generation. It required us to adjust our internal modus operandi — to balance resources, make trade-offs, and determine how we can best serve the value chain, all while recognizing the importance of regional adaption.” The democratization of beauty, rising
incomes, urbanization and evolving consumers habits have steadily expanded opportunities across in emerging markets. One important area is textured hair. Terms like curly, coily, wavy, kinky, are commonly used to describe it — yet there remains an opportunity for the beauty industry to deepen its understanding of textured hair, and what the specific needs these terms represent.
Dow Personal Care global strategic marketing director Jennifer Marques showcases Dow’s carbon-neutral Decarbia silicone elastomer blends at NYSCC Suppliers’ Day in New York
Natural ingredients: advancing innovation with a reduced environmental impact The early 2020s marked a turning point. Consumers began demanding not just natural ingredients, but those that are sustainably sourced, biodegradable, and traceable. For a company like Dow,
with decades of leadership in silicone science, this industry
evolution was expected and embraced. “This shift encouraged us to expand our capabilities,” says
Van Reeth. “Working with bio- based or biodegradable ingredients brings unique formulation dynamics. It requires adapted testing protocols and
new formulation approaches”. In recent years, the company has enriched
“While approximately 60% of the world’s population has textured hair, only a small part of the products on the shelf space today addresses the need of this consumer group. We are witnessing continuous growth in product launches aimed at meeting this consumer need, significantly outpacing the nominal growth observed in the overall hair care market,” says Marques. Addressing underserved markets and
supporting brands effectively requires rethinking performance testing, challenging conventional methods, expanding testing capabilities, building new expertise, and embracing new ways of thinking. To better understand the needs of this
market, Dow leveraged its internal Employee Resource Group. “Entering new partnership models is essential to expanding our technical understanding,” underlines Van Reeth. “We are not only sharing our materials
science expertise, but we are also embracing the opportunity to learn from internal partners who bring deep, lived experience. These valuable insights are leveraged to advance our research and develop formulations meant to inspire brand owners and create more comprehensive and effective solutions.”
its portfolio with a growing range of bio-based and biodegradable ingredients broadening the options available to formulators. “We have redefined innovation by combining the trusted performance of silicone science with the complementary benefits of bio-based and biodegradable ingredients. Our expanding portfolio reflects a deep commitment to sustainability and conscious formulation,” adds Marques. “Having access to one of the industry’s
broadest portfolios is a tremendous advantage: it enables us to offer a range of ingredients with varying performance profiles,” underlines Van Reeth. “As scientists and partners, our role is to
guide customers through this diversity using robust performance data, as well as scientific and formulation expertise helping them understand how each ingredient behaves. This empowers brands to make informed choices based on their specific claims and formulation goals.”
And consumers are also increasingly
reconsidering their carbon footprint, prioritizing products with low to neutral emissions. This trend is gaining momentum in the beauty care space, and Dow has actively sought solutions to help brand owners address this evolving demand. “Consumers are making conscious
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