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Brief Published: 13 Apr 2017

Mega Moisture: In-Cosmetics 2017

Boosting and preserving moisture was a focus for new launches

At the 2017 edition of the In-Cosmetics beauty ingredients trade show (London April 4-6), standout launches highlighted formula innovations that significantly boost and preserve moisture levels in the skin and hair.   

  • Global chemical manufacturer AkzoNobel showcased its newest product, ElfaMoist AC Humectant – an active that meets consumer demand for long-lasting moisturisation. It easily penetrates the skin, and claims to be able to keep it hydrated for more than 30 hours.
  • US conglomerate DuPont’s Genencare OSMS MI is a water-soluble crystalline compound extracted from non-GM sugar beets. It features natural betaine and inositol – two osmolyte compounds that help control the water balance within the cells. Their strong water-binding properties hold on to the skin’s vital moisture, protecting it from dehydration. Ecocert and Natrue certified and 100% plant-based in origin, this product showcases the effective marriage of science and nature. See Future Beauty: Next-Era Naturals.
  • Chicago-based chemical manufacturer Hallstar bills its Olivem 2020 as the “next generation” of naturally derived cold process emulsifier. The formula’s unique composition of fatty acids is similar to that of the hydrolipidic film of the skin, and can preserve liquid crystal structures. This allows it to sustain hydration more than other formulas on the market.

We can see this hydration focus coming through in new offerings from both mass and prestige brands, such as Chanel’s Hydra Beauty, Neutrogena’s Hydro Boost and Garnier’s Moisture Bomb ranges. See also New Ways with Water.

For more insights from In-Cosmetics 2017, see New Beauty Formulations: In-Cosmetics 2017