The multinational innovator in beauty ingredients has partnered with influencer duo Chemist Confessions to launch an educational campaign highlighting osmolytes and their benefits in skin and body care. Through this initiative, IFF aims to raise awareness and recognition of these powerful ingredients within the beauty and personal care field.

Osmolytes are small, naturally occurring molecules that help cells maintain hydration and protect them from environmental stressors such as UV radiation and heat. Betaine is one of the best-known examples. According to IFF (International Flavors & Fragrances), despite their proven ability to strengthen the skin barrier and provide long-lasting hydration, osmolytes continue to receive limited attention in skincare, often overshadowed by more familiar ingredients such as hyaluronic acid and aloe vera.

Only 0.03% of products highlight osmolytes

Recent data highlights that in the past five years, only 0.03% of new skincare product launches have cited osmolytes in their claims. [1]

In a poll conducted on social media, 61% of respondents associated the INCI name betaine, a major osmolyte, with foaming – indicating that many are unaware of its skin benefits, such as hydration and barrier support. [2]

Closing the awareness gap

To help close the knowledge gap around osmolytes, IFF is partnering with former L’Oréal skincare scientists and Chemist Confessions founders, Gloria Lu and Victoria Fu. Leveraging their highly engaged Instagram community of 158,000 followers and a dedicated IFF-hosted content hub, the campaign seeks to make complex science accessible and engaging through clear, compelling educational content.

The campaign content will explore how osmolytes, such as betaine, help maintain hydration, support skin barrier function, and promote overall skin health. For example, a four-week clinical study demonstrated that daily application of a cream containing IFF’s GENENCARE® OSMS BA (betaine) significantly reduced trans-epidermal water loss, highlighting osmolytes’ efficacy in improving skin barrier function.

Speaking on the partnership, Kris Bosma, global marketing director for home and personal care at IFF, said: “Skincare science can be complicated, but Chemist Confessions has a remarkable gift for translating it into clear, engaging insights that resonate with both experts and everyday consumers. That makes them the perfect partner to raise greater awareness around the benefits of osmolytes such as betaine.”