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.
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