Mildness in cleansing systems for face and hair is a critical characteristic for consumers. Consumers are interested in low or noirritation systems to maintain the health of their skin and hair.
This is particularly true regarding facial cleansers and baby care products such as shampoos and body washes. Foam performance, such as building foam and foam texture, also are key to creating a successful commercial product.
Asia Pacific consumers are accustomed to these cleansing systems, and they use multiple products. For example: “South Korean Beauty routines can consist of up to 10 steps … (as consumers strive) … to achieve the so-called ‘chok-chok’ skin, which is supposed to look bright, fair, plump, dewy and youthful.”1
Multiple-step regimes can have a compounding effect on irritation on skin, causing potential long-term damage. Ingredient suppliers and personal care manufacturers who offer alternative systems with low irritation profiles enable consumers to perform their skin and hair care routines with minimal discomfort.
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