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1. Silicone-Free Claims Persist

Silicone-free claims are still rising in all Beauty and Personal Care segments, totaling a 446% increase over 10 years. (Note: slowed growth in 2020 is proportional to overall industry slowed growth due to the COVID-19 pandemic)

Driving factors of this trend include:

  • Governance: the EU bans on cyclomethicones are in effect
  • Social: silicone-free claims resonate with consumers; the Curly Girl Method perpetuates the distaste for silicones
  • Environmental: silicones come from non-renewable resources, are not biodegradable, and can be persistent in the environment

Upgrade your ESG (environmental, social, governance) profile by replacing silicones with sustainable alternatives.

2. Biodegradation Emerges as Key Environmental Concern

Household products leads this trend but beauty is catching up! In addition, biodegradation and related environmental evaluations for ingredients are sustainability goals for many beauty companies.

Driving factors of this trend include:

  • Consumers are aware of the harm of microplastics
  • The push for biodegradability has already arrived for textiles, packaging, and disposable products
  • Scrutiny has come to cosmetic ingredients including microbeads and glitter.

At the end of the day (or the end of a product’s life) we are all responsible for how beauty & personal care products impact the environment.

3. Vegan Beauty Piggybacks on Food Trends

"Plant-based” claims resonate with vegan consumers. Vegan claims have a broader reach than strict veganism. “Flexitarian” consumers add to the demand. Consumers are considering vegan products for 3 key reasons.

Driving factors of this trend include:

  • Animal rights: vegan goes one step further than cruelty-free to exclude animal-based ingredients and animal byproduct-based ingredients
  • Climate change: animal agriculture is an enormous contributor to greenhouse gas emissions
  • Health & wellness: eating plants is associated with healthy diets and overall wellness

4. Preservation Continues to Transform

Consumers lead the shifts in acceptable ingredients for preserving cosmetic formulas. The market’s acceptance of preservation ingredients continues to evolve. Clean at Sephora, Credo and other retailers restrict preservation options, including limiting phenoxyethanol, banning EDTA and banning formaldehyde donors.

Driving factors of this trend:

  • Concern for microbiome safety
  • Left-over concern from paraben-free trend
  • Distrust of "harsh" traditional preservatives

In short, traditional preservatives are no longer widely compliant. Instead, alternative methods should be applied to safely preserve cosmetic formulations, such as a hurdle technology approach. Hurdle technology involves combining multiple formulation barriers, or hurdles, to prevent contamination. Microstatic ingredients are a common hurdle. They create an inhospitable environment for microbial growth so traditional biocidal preservatives aren't needed.

5. Low Waste & Low Impact with Innovative Formats

What ever happened to the 3Rs? Sustainability isn't only about recyclable packaging. Only 9% of plastic is recycled anyway! Instead, upgrade sustainability and delight consumers with a fun new experience by formulating solids and innovative formats.

  • REDUCE... reduce packaging, reduce water content and lower your carbon footprint from shipping heavy water
  • REUSE... for outer packaging use a stylish, multi-purpose & reusable case
  • RECYCLE... when packaging is absolutely necessary, use 100% recycled and recyclable materials
  • Choose Biodegradable... use biodegradable ingredients and compostable packaging to reduce the impacts of your product at the end of its life

Featured Technologies

LexFeel® WOW DT

100% Plant-Based Cyclomethicone Replacement
  • 100% natural cyclomethicone replacement
  • Soft, powdery afterfeel
  • Excellent for particle dispersing
  • NSF approved & biodegradable
View Product

LexFeel® N350 MB

Dimethicone Alternative & Hair Color Protectant
  • 350 cSt dimethicone alternative
  • Hair color protection benefits
  • Improved skin-feel and wet / dry comb performance
  • 100% natural, vegan, and readily biodegradable
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Spectrastat™ MHG Natural MB

Multi-Benefit Plant-Based Preservation Innovation
  • Broad spectrum performance passing industry standard test criteria
  • Preserves skin’s microbiome
  • Cold processable
  • 100% natural & NATRUE approved
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AminoSensyl™ HC

100% Natural Quat-Free Hair Care System
  • Multi-benefit hair conditioning system
  • 100% natural & COSMOS approved
  • Cationic amino lipid technology
  • Smooth, define, and strengthen hair
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