Five waxes and an infinite range of textures

The personal care industry has always been resilient, even during economic downturns.1 As consumers evolve and adapt, so do their demands, and the days when beauty products only needed to deliver a result are gone. The natural ingredient demand has grown into a movement, where not only ingredients, but entire brands are proving their commitment to transparency, ethics, and sustainability.2 The importance of connecting emotionally with the consumer is more present than ever, as the global pandemic has driven consumers to fear, skepticism, and economic insecurity.3 A few ways in which we can make deeper connections is through encouraging a sense of wellness, community and self-care

One way we, as formulators, can connect with consumers is by delivering innovative formulas with functionalities and textures that foster these positive feelings and make lasting impressions.4 To do so, proper ingredient selection is key, and at Koster Keunen we believe natural waxes can deliver on all fronts. 

Natural waxes deliver universally