COVER STORY: ​An all-in-one solution for O/W systems

Consumer trends in oil-in-water (O/W) beauty products are increasingly driven by a demand for natural and sustainable ingredients.

According to Mintel’s latest Beauty and Personal Care trend, 61% of US adults expect brands to take the lead on addressing environmental issues, while 66% of Japanese adults are interested in beauty products with environmental / eco-friendly claims. 

Sustainability is now a baseline expectation for consumers. They are prioritising eco-friendly formulations that do not compromise on efficacy, reflecting a broader shift towards clean beauty. 

Additionally, there is a growing interest in multi-functional products that offer multiple benefits, such as hydration, anti-ageing, and sun protection, all in one formulation. This poses great challenges to formulators, as there are limited options of natural O/W emulsifiers that provide the benefits of formulation versatility, stability, and pleasant sensory feel at the same time.

Log in or register FREE to read the rest

This story is Premium Content and is only available to registered users. Please log in at the top of the page to view the full text. If you don't already have an account, please register with us completely free of charge.

See more about Elementis

Latest Issues

Connex-C Asia 2025

Lee Kong Chian School of Medicine - Ong Tiong Tat and Irene Tan Liang Kheng Auditorium 11 Mandalay Road, Level 4, Singapore 308232
31 July - 1 August 2025

IFSCC Congress 2025

Palais des Festivals, Cannes
15th - 18th September 2025