In-cosmetics Global 2025: BASF looks to longevity with new personal care ingredients
28 Apr 2025 | BASF
BASF launched Verdessence Maize, a natural styling polymer, and Lamesoft OP Plus, a wax-based opacifier dispersion, at In-cosmetics Global 2025 in Amsterdam, the Netherlands. We spoke to two representatives about how the company is targeting sustainability and longevity trends.
This is Sabina Waldeck for Personal care insights at In Cosmetics joined by Doctor Boris Gaspar, head of market development, personal care Emia at BASF, and Doctor Natalia Chudinova, market development manager, polymers Emia at BASF.
Thank you for joining me.
And so to start off, how does the longevity trend play into what you are showcasing at in cosmetics?
Although longevity, as the word may suggest that.
About prolonging life, we feel it's much more than just prolonging life.
We feel that it's focusing much more on the quality of the life.
That's why we have created the longevity ecosystem where we focus on the principles of do , feel , and age.
And within this ecosystem we cater for the planetary -being as as for the emotional dimension of the -being and the physical.
And where do you think this trend has stemmed from in the industry, and where do you expect it to go?
We all know the population is aging and as consumers are getting older, they are also changing their behavior and their needs, and the beauty industry is reacting to these shifts and changes in their needs.
Consumers are more and more looking for.
Solutions that cater for a holistic view on their -being, not only on the physical part, but also taking into consideration their emotions, their feelings, and then of course sustainability and the planetary -being as such.
We believe that this shift will also open up opportunities for the industry to come up with new innovations and tackle this holistic request for the -being.
And how has the longevity trend influenced your personal care solutions?
As I mentioned, the emotional -being will play a more and more crucial role in longevity, and that's why producers of beauty care products will have to cater more and more and see how their products, how consumers are interacting with their products, not only on the physical level.
But also on the emotional level.
Here, the challenge lies naturally in how to measure that kind of interaction with the product on an emotional level.
And here in cosmetics in Amsterdam, we are we are bringing a new tool, Mind motion, which basically proposes an innovative approach to measure exactly this, not only the physical interaction with the product, but also using techniques of measuring brain activity.
EEG or facial expression measurements that are targeting to measure the interaction of the consumer with the products on a much more emotional basis, which is in contrast to standard approaches where we measure performance through very conscious and physical interaction, now bringing it to the more subconscious.
And emotional level.
And what are you developing in terms of sustainable personal care ingredients?
Let's say on a constantly basis, we are working on the sustainable solutions, and this year we are happy to introduce two new solutions, 2 innovations.
Today we are happy to introduce Lamiso Opis, which is a sustainable alternative to the conventional acrylic-based polymers.
This is the wax based opacifier that has high performing capacifying properties and as as carrying benefits for the rinse off application, and at the same time, we are also introducing the product for the styling market, the Verde and Mais, which is a sustainable alternative to the PVP and VPVA product.
Your new styling polymer verdescence mize is being showcased, and so how does it stand out from other options on the market?
Verisensmies is a new member of our Verisens family.
This is the bio-based and biodegradable biopolymer that we have in our portfolio specially designed for the styling application.
And the key feature of this product is that it's specially designed for the crystal clear and transparent low viscous system, so it perfectly fits to the pump sprays and the pump mousses and the aerosols, as as for other applications.
The important is the compatibility with the alcohol, so it can contain up to 40% of the alcohol in the formulation.
And it has a very, very nice volume boost effect on the hair, it also helps to define the curls, it has the antifreeze effect, and in principle, it's everything what is today our customers are looking when they want to formulate natural or organic formulations for their modern styling products.
Thank you so much for joining Personal Care Insights and thank you for speaking with me.
