BASF’s personal care business unveils its “Beyond Beauty: Thrive into Tomorrow” campaign tomorrow at booth 721. Embracing the longevity trend, the theme offers a glimpse into the future of personal care, showcasing innovative and more sustainable personalized solutions that cater to every generation. With a focus on both cutting-edge ingredients and advanced digital services, BASF shares its optimistic outlook on shaping the beauty industry for years to come.

“At BASF, improved sustainability and scientific innovation are at the very core of our Personal Care product line. We believe in embracing a journey of transformation, where science and innovation come together to redefine beauty, reflecting the diverse generations that inspire it,” said Brandon Crist, BASF VP-business management, Personal Care North America. “With more sustainable ingredients and digital services, we’re focused on crafting personalized solutions for every generation tailored to meet tomorrow’s needs. Further, our commitment goes beyond individual products; we collaborate with partners across the ecosystem, leveraging our extensive portfolio and scientific expertise to deliver more innovative and sustainable solutions.”

At booth 721, BASF will introduce innovations in beauty and sensory experiences tailored for every generation. The “Generational Beauty” zone will showcase six unique prototypes that cater to diverse age groups, featuring advanced ingredients such as Verdessence Maize, Lamesoft OP Plus, Oximony, and Vitaguard, highlighting its commitment to inclusive and innovative beauty solutions.

In the “Sensorial Experiences” zone, BASF will highlight the Binding Blocks Toolkit 2.0 and Rheology Toolkit, offering insights into the sensory potential of biopolymer combinations such as Verdessence Tara, Alginate, and Glucomannan. Attendees can experience the transformative impact of emulsifiers like Emulgade Verde and discover sensory data that revolutionizes texture, appearance, and feel.

Furthermore, the “APG Synergies” zone explores how alkyl polyglycosides (APGs) biosurfactant-based solutions, made from 100% renewable feedstocks, in combination with other co-surfactants, elevate foam quality by providing a variety of luxurious textures while meeting sustainability demands. Utilizing the company’s Surfactant Navigator digital service, BASF combines enhanced AI tools with real lab data and consumer perception studies to showcase the synergies that drive innovation in foam quality and texture. The Surfactant Navigator is part of BASF’s digital platform, D’lite, alongside apps such as Emollient Maestro and Ingredients Revealed. D’Lite provides real-time trend tracking, helping formulators speed up product development. The booth will feature hands-on demonstrations of this premier digital service.

Presentations by BASF experts and ‘Chemist Confessions’ Influencers at NYSCC

In the booth on June 3, BASF experts Mallika Tiwari, digital services lead North America, and Joel Basilan, head of application technology, Personal Care North America, will be joined by Instagram’s “Chemist Confessions” influencers – Victoria Fu and Gloria Lu – who will discuss using digital services and AI to enhance ingredient synergies and expedite personal care product formulations.

Additionally, on June 3, BASF Applied Sustainability Manager Prerna Chatterjee, will join the NYSCC Sustainability Round Table discussion on the topic of advancing sustainability in cosmetics and household products.

On June 4, BASF Personal Care experts Andrew Miller, senior marketing manager – hair, body and oral care, and Cara English, senior chemist – application technology, hair and body care, will present on formulating innovative textures with multifaceted and more sustainable ingredients.

More info: BASF Care Chemicals, 800-962-7831