BASF has launched personal care ingredients and concepts under the theme “Your Beauty: Simplified, Inclusive, Personalized.” These include a textured hair concept, a new scalp microbiome ingredient and a concept of formulations comprised of multifunctional ingredients to simplify beauty routines.
 
“Skin care and hair care have shifted towards targeting the individual as well as specific beauty needs. One size does not fit all,” said Farheen Qadir, business director, BASF Personal Care Solutions, North America. “Another growing trend we are seeing is simplified skin care routines and the rise of multifunctional products that save time and keep ingredient lists shorter. Our new products meet these exact needs.”
 
New spring 2020 launches from the BASF Care Creations personal care portfolio include:
 
1. Exclusively HerCare: hair care formulations developed by BASF to fulfill consumer needs for specialized products for textured hair.
 
An estimated 65% of the US population has curly, coily or wavy hair, with a growing percentage of textured-hair women embracing their natural hair, according to the 2018 TextureTrends Report from NaturallyCurly. The report states that consumers are looking for retail and online outlets that carry a selection of hair care products tailored to their individual texture. BASF adapted straight-hair test methods, namely wet combing, to support claims substantiation specific to textured hair care product ingredients and developed five formulations for textured hair, including two masks, a conditioner, a gel styler and hair butter.
 
2. Scalposine: a new active that helps detox or “reset” the scalp’s microbiome.

According to market research firm Mintel, 24% of US adults have an itchy scalp and this concern affects men and women to a similar degree. Hair product deposits, dust and environmental pollution affect the scalp’s microbiome and lead to hair and scalp problems such as oiliness, flaking and itching. BASF clinical studies show that Scalposine helps soothe and purify the scalp by decreasing the production of sebum and replenishing beneficial microbiota.
 
3. Flexible Formulas: eight new chassis formulations that are naturally derived and boast simple ingredient lists that enable easy customization.

Simplified skincare routines is a trend that became more popular in early 2020, according to Mintel. Additionally, 50% of facial skin care product users in the US typically use products formulated for sensitive skin, according to a report by NPD Group. Consumers with sensitive skin tend to look for products with simple ingredient lists, so that any irritating ingredients can be easily identified. The key to effective and simple formulations lies in multifunctional ingredients and gentle, natural surfactants.
 
4. Hydrasensyl Glucan Green: one of the ingredients included in the Flexible Formulas concept, it is a purified solution of a native beta-glucan, merging the benefits of hyaluronic acid and collagen.

BASF clinical studies show that Hydrasensyl Glucan Green contributes to short-term, long-term and sustained skin hydration and smoothness, while helping reduce the appearance of redness.