Personal care

Today’s consumers are increasingly focused on wellness, self-care and the sustainability of our planet. They want more plant-based choices. While natural skin care products are appealing, they often prove challenging in delivering the performance consumers desire. Silicones, proven performance enhancers in skin products, have been working in concert with natural ingredients to deliver the performance promise since the 1950s. 

Consumers around the world desire haircare products specific to their needs. Brands need to take into account a wide variety of hair types, different levels and types of damage caused by chemical treatments (e.g., coloration, perm, straightening), environmental factors, daily grooming and heat styling.

For many, color cosmetics are essential when it comes to looking beautiful and boosting confidence. To meet consumers’ desire, significant advancements have been made in this category through innovation and material science. Options for masking imperfection are no longer limited to covering with pigments, but also create radiance and translucency for a healthy and youthful glow. Lipsticks, eyeliners, and foundation can be waterproof and transfer resistance to last all day. As consumers prefer more natural ingredients, the question is can we deliver the same promise?

For many consumers, daily use of antiperspirants (AP) and deodorants (DEO) is a must to keep them fresh and dry. The antiperspirant actives, such as aluminum salts, are effective in controlling perspiration, but they are tacky or sticky and give a draggy sensation on skin. With silicone ingredients in their APDEO, consumers with an active lifestyle benefit from high performance products that combine the effective release of AP actives with skin care benefits.