Efficient and mild – the winning recipe
Consumers are in search of efficient, but also gentle products. In hair care, they prefer to buy water-based products rather than solvent-based ones, since they are easy to use and less damaging for the hair over time. This pushes formulators towards the use of milder ingredients, and now sulfate-free anionic surfactants are preferred over traditional surfactants.
3. The natural challenge
This desire for mild products, along with the growing consumer awareness of synthetic chemicals in cosmetics and toiletries, continue to propel the global natural personal care industry. This trend is also leading to the growing consumption of natural ingredients.
formulate products to limit their dependence on water.