Novel & effective natural-based surfactants answer the emerging provenance trend in beauty

As the desire for care products with natural ingredients continues to spread, we also see the increasing importance of provenance in beauty reflected in brands telling richer stories about the origins of their ingredients. Consumers are willing to pay more for products containing natural ingredients if they prove effective. R&D to investigate more effective natural-based surfactants indicates success for newcomers “glucamides” in overcoming bio surfactant performance downsides in personal care. The opportunities to answer the emerging provenance trend and revitalize saturated segments through effective natural formulations is highlighted through market studies, comparative tests and sample facial wash formulation.