In today’s world, cosmetic formulators are regularly being tasked to create new and exciting products while using the same old ingredients over and over again.
This can be very challenging on the natural front considering that today’s consumers have unprecedented access to information through many different social media outlets and basic word of mouth.
Consumers are becoming self-educated about the ingredients which comprise many of the products they buy, to include both cosmetics and personal care items. Consumers are attracted to phrases and claims like; ‘natural’, ‘organic’, ‘responsibly sourced’, ‘eco-friendly’, ‘sustainable’, ‘vegan’, but still, most importantly – ‘effective’.
Waxes are well positioned to introduce highly effective sensory and functional benefits to formulations alongside an attractive natural ingredient story. There is a wide variety of natural waxes that offer a range of different properties to enhance skin-feel, binding, and moisturising benefits among many other attributes.
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