Ashland has launched The Natural Line, which is focused on promoting natural ingredients that can be easily recognized by their name, INCI description and have a defined composition.
The US firm intends for The Natural Line to become a go-to choice for those looking for personal care products made with natural ingredients.
“We believe that transparency and sustainability are key to driving positive change in the industry, and we are proud to offer consumers ingredients that align with these values,” said Ashland’s new business development manager for naturals Neil Astles.
“This new product line is a testament to our commitment to creating natural ingredients and promoting transparency in the beauty industry,” he added.
One of the ingredients launched in The Natural Line is Hyalurotech sodium hyaluronate, which is produced through biotechnology.
Sodium hyaluronate is known for its ability to hydrate and plump the skin, making it a popular choice for skincare products.
Ashland says the Hyalurotech product line is comprised of different molecular weights that allow for varied depths of penetration into the skin, making it suitable for use on different areas of the face and body.
Other ingredients included in The Natural Line are Puraloe aloe vera, Orchid Complex os ester, refined shea butter and American clary sage essential oil.