NATURAL INGREDIENTS
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Natural betaine: revealing new benefits for modern beauty
Jelena Kljaic – Agrana
Natural betaine has been a trusted ingredient in personal care for decades. Also known as trimethylglycine, this naturally occurring molecule is produced by many organisms, from humans, to marine life and a variety of plants. In its natural form it serves as an important
osmolyte and metabolite, supporting a variety of essential functions. One of its most abundant sources is the sugar beet, where betaine can be extracted from a side-stream of the sugar production and incorporated in personal care applications. Its plant-based origin, combined with a long
history of safe and effective use, has made natural betaine a trusted ingredient in skin care and hair care, valued for its moisturizing and soothing properties. In recent years, the ingredient has gained
renewed attention based on evolving consumer needs and new studies discovering additional benefits in cosmetic formulations. Today’s consumers are seeking ingredients
that are proven to be highly effective, sourced transparently, and demonstrate a commitment to sustainability. In this context, natural betaine is becoming more relevant to the personal care
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industry than ever before. Gentle extraction from the plant source, wide
compatibility, and multifunctional benefits make it a perfect fit for a market that is increasingly defined by clean beauty, ethical sourcing, and formulations that deliver multiple benefits at once.
Naturality at the core of personal care One of the defining trends in personal care today is the desire for natural ingredients. Consumers are looking for products that feel authentic, gentle, and derived from nature. With growing awareness of synthetic additives and heavily processed ingredients, many people now prioritize naturally sourced components in their skin care routines. At the same time, concerns about climate
change, pollution, and overuse of natural resources are driving interest in sustainable choices. Natural betaine, for example, provides a clean, plant- based solution that meets consumer demand for both gentle and effective formulations. According to a 2025 report by McKinsey &
Company, U.S. consumers increasingly prioritize safe, natural, and transparent formulations, reflecting the growing demand for reassurance and
clarity.1
This is reflected in personal care products
that emphasize minimalist, multifunctional formulations and clean, sustainably sourced ingredients. Natural betaine aligns perfectly with these trends, offering proven performance while being responsibly sourced. Furthermore, globally, half of consumers
report researching products thoroughly before buying, highlighting the importance of science and authenticity.2
This shift has prompted companies to
rethink their branding strategies, placing natural, plant-based ingredients at the centre to appeal to consumers seeking authenticity and gentle formulations. While traditional factors such as price, convenience, and brand loyalty continue to influence purchasing decisions, the desire for products made from recognizable, naturally derived components is increasingly shaping consumer behaviour. PuraBeet® natural betaine by Agrana perfectly
illustrates this trend: derived from sugar beets, it transforms a traditional plant-based raw material into a versatile, high-performance ingredient. By keeping the entire supply chain in-house, from raw beets to purified betaine crystals,
April 2026 PERSONAL CARE MAGAZINE
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