JII (Jarchem) 3CvAd 21.qxp_Layout 1 15/02/2021 21:39 Page 1 ANALYSIS 21


Consistent demand for rheological agents Rheology modifiers, often dubbed “thickeners,” have become a ubiquitous ingredient which can considerably impact performance and stability. The innate ability of rheological agents to stabilise suspensions, emulsions; create viscosity to enhance product stability and functionality; and enhance product efficacy has prompted stakeholders to up their R&D activities in personal care ingredients. The use of natural emollient-based materials for thickening shower gels and shampoos will become more noticeable and boost the dynamics in the industry. Personal care ingredient distributors are assessing consumer perception and customer expectations towards spreadability, texture and the general flow behaviour by easily measuring rheological parameters. Rheology modifying agents have become highly sought- after in applications where high viscosity of the formulation is warranted to attain the desired effect.


Strategic approaches of ingredient producers Leading players of the industry are pushing technology to the limit to bolster their position in the ever-evolving personal care ingredients industry. In August 2020, BASF rolled out a product for efficient stabilisation of rinse-off formulations (skin and hair cleansing formulations). The company asserts that it will act as a natural structure enhancer in surfactant-based systems, enabling stabilisation of wax-based opacifiers in rinse- off applications. Clariant is gearing up to propel its mild


surfactants capacity in Europe and the US to underpin the expanding traction for mild surfactants among personal care formulators and companies. The company believes that the move will cater to the needs of consumers seeking new mildness and hygiene claims in applications, including body washes,


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syndet beauty bars and cream shampoos. The additional capacity will purportedly be available from early 2021 as their target markets located around manufacturing sites in the US and Spain. Evonik and Unilever joined hands in


December 2019 for large-scale production of what is claimed to be the world’s first green biosurfactant. The partnership will translate into the commercialisation of a new hand dishwashing liquid based on biosurfactant technology of Evonik. The cutting-edge technology—biosurfactant—will help companies bring a paradigm shift in the way cleaning ingredients are produced. In May 2020, Evonik and Beiersdorf


reportedly inked a deal on a research partnership—funded by Federal Ministry of Education and Research (BMBF) of Germany—to develop sustainable raw materials for personal care products; using CO2


as the starting material. Beiersdorf is in


a quest for new sources of raw materials to reduce its carbon footprint. The industry is pushing the frontiers of


innovation through the adoption of booming technologies previously untapped in personal care landscape. APAC personal care ingredients suppliers are relying on European ingredient manufacturers. Accordingly, European manufacturers are setting up manufacturing units in Asia to provide ingredients at competitive prices. Green surfactants have upped the


sustainability quotient as personal care companies expect consumer demand for natural products to surge. While questions remain lingering over performance and price, these surfactants will continue to gain popularity.


With demand for soaps, hand sanitiser and hand care treatments rising by leaps and bounds, customers—especially women—have shown an inclination towards soft-focus- finish makeup that will give a soft-focus when they talk to colleagues and family in a video call.


PC March 2021 PERSONAL CARE


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