78 COMPANY PERSPECTIVE
buying decisions and are looking for products that support a low-carbon future,” says Marques. “When you think about the replenishment
cycle in the personal care market, you can’t ignore the carbon footprint of your product. Sustainability has always been at the heart of our company—and so is our carbon commitment. That’s why it was a natural step for us to develop carbon-neutral solutions for our customers,” she explains. Marques adds: “Nevertheless, this decision
was carefully considered, as it required meaningful resource allocation—not only in terms of financial investment but also assembling a dedicated team to secure carbon credits and obtain product certifications linked to our silicon metal feedstocks. Dow Consumer Solutions’ advantage of being a fully backward integrated supplier gives us the opportunity to significantly reduce our own footprint”. Demand for beauty care products
formulated with silicone elastomers continues to grow, driven by their distinct sensory attributes and successful performance. Recognizing this, the portfolio of this segment was prioritized. “We chose to begin with carbon-neutral silicone elastomers because, to date, no other ingredients can match the benefits they deliver,” says Van Reeth. Silicone elastomers are highly valued for their exceptional sensory feel, excellent
Dow technical service and development Fellow Isabelle Van Reeth with a prototype kit, showcasing Dow’s commitment to inspiring formulators worldwide
spreadability, and skin appearance improvement. Their versatility and functional benefits are well recognized by formulators, helping enable the creation of products with exceptional texture, stability, and effective delivery of active ingredients. While consumer expectations around
sustainability continue to rise, translating them into product offerings often requires time, collaboration, and thoughtful development. “At first, brand owners were cautious,” notes Van Reeth. “It took dedicated engagements with the R&D teams, marketers, and procurement departments to align on priorities. But today, we’re seeing a string momentum towards low-carbon formulations. Our high-performing solutions are not only well received—they are increasingly valued and recognized across the industry.”
The evolving regulatory landscape and perception of silicones Silicones have long been a cornerstone of personal care formulations, celebrated for their exceptional sensory appeal and multifunctional performance. From enhancing shine and smoothness to offering long-lasting protection against environmental stressors, silicones offer a suite of benefits that are difficult to replicate. Yet, in recent years, they have faced increased
attention—often rooted in misinformation and evolving consumer expectations, highlighting the need for continued education and strong collaboration across the value chain, right through to the end user. “There’s a lot of conversation around
silicones,” says Marques. “Much of it stems from misunderstanding — our role is to provide clarity through science.” “Silicones are among the most rigorously studied materials in the industry. Over 1,000 studies have been conducted to evaluate their safety across consumer, worker, environmental, and manufacturing contexts. At Dow, every product intended for personal care undergoes thorough assessment from both a human health and environmental perspective,” says Van Reeth. However, silicones are just one part of
a broader conversation that the company and its stakeholders are deeply involved in. As regulatory frameworks continue to
evolve globally, brand owners are navigating a dynamic landscape of evolving requirements while continuing to drive innovation forward. “Over the years, our in-house product stewardship team has grown significantly in know-how, becoming an increasingly pivotal force in helping customers navigate the complex regulatory landscape. Through close collaboration—both internally across our organization and externally with customers and partners—we enable innovation that aligns with evolving consumer expectations and stringent compliance requirements,” says Van Reeth. All products are subjected to rigorous
PERSONAL CARE August 2025
performance testing under controlled conditions, ensuring only the most effective and safe ingredients reach the market. “Staying ahead of evolving regulatory standards requires deep awareness, scientific rigour and proactive engagement. It is an opportunity to lead by continuously screening the portfolio, developing products with agility, and closely collaborating with the value chain and other key stakeholders,” says Marques. “Dow brings over 125 years of innovation
to the market—and more than 60 years of advancing silicone science in personal care. With our deep scientific, technical, and regulatory expertise, we collaborate to consistently offer high-performance options that address the strictest global requirements.”
Looking back to move forward Reflecting on the past quarter century, it is clear that the beauty care industry has been marked by adaptability, resilience, and a deep commitment to collaborations. Navigating a landscape shaped by digital disruption, shifting consumer values, regulatory complexity, and global crises has required more than just innovation. It has demanded introspection: a willingness to ask not only what we do, but why and how we do it. “The last 25 years have highlighted the importance of building meaningful connections—across regions, areas of expertise, and generations. We’ve learned that true resilience lies not just on adapting to change, but in anticipating it with confidence. It’s about nurturing curiosity, staying attuned to the market, and evolving our capabilities while remaining grounded in our core values,” says Van Reeth.
“This period has inspired us to continuously shape and elevate our role in the beauty ecosystem. We are not just a supplier of ingredients, we are a catalyst for progress. That belief is reflected in how we have chosen to engage—with science as our foundation, purpose as our compass and collaboration as our driving force,” adds Marques. “Whether supporting indie entrepreneurs, guiding established brands through regulatory evolution, or co-creating inclusive solutions with emerging partners globally, we’ve embraced our responsibility to lead with integrity, imagination and foresight. “As we look ahead, inspired by our
‘Sensational Science. Performance you love. Safety you trust’ commitment, we remain deeply dedicated to shaping the future of beauty with purpose. That means continuing to invest in science, sustainability, and inclusivity.” Marques adds: “It also means empowering
our customers with the tools, data, and insights they need to innovate with confidence. Above all, it means holding fast to the belief that meaningful progress is best achieved together—through shared vision, mutual trust, and a relentless pursuit of better.”
PC
www.personalcaremagazine.com
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