“A few years ago, terms like eco-friendly, sustainability, and traceability, were not part of consumer vocabulary when it came to cosmetics. These now familiar concepts are the driving forces behind the growth of the natural cosmetics market,” explains Naturex in a release. In line with this growing market demand, the French company specialising in botanical ingredients will showcase several innovative natural actives at the Cosmetagora show.
NaDES Technology applied to haircare products
Natural Deep Eutectic Solvents (NaDES) are a type of natural solvent that reproduce the plants’ intracellular environment. Leading the way in the development of this cutting-edge technology, last year Naturex launched a patented extraction process called Eutectigenesis, which consists of extracting the active compounds of the plant through the formation of NaDES. The obtained “Eutectys™” compounds show augmented phytoactive profiles and improved performance.
Naturex has expanding the Eutectys technology to haircare, and will be showcasing two brand new actives this year:
Horsetail: The Eutectigenesis-obtained extract is rich in phenolic compounds and demonstrates impressive anti-frizz and radiance activities. Tested on curly human hair, Horsetail Eutectys BLA demonstrates the ability to reduce frizziness by 458%.
Saffron flower: This well-known spice also has recognized cosmetic benefits, thanks to its beautiful flowers. Eutectigenesis gives this extract a wider and richer spectrum of actives. Saffron flower Eutectys™ BLA is the perfect active to increase hair manageability and suppleness. By reducing friction, it ensures easy-to-tame hair and eases combing.
From bee to beauty
Naturex will also showcase its ready-to-use cosmetic honeys selection, boasting six different honey varieties, from all around the world. French-lavender, Romanian acacia, Spanish orange blossom or New Zealand Manuka, every Naturex honey is highly traceable, carefully selected and designed for perfect formulability.
“An incredible natural ingredient with moisturizing, dermo-purifying, healing and soothing powers, honey has been used for centuries. Each honey or honey extract is in itself a unique natural formulation, perfumed and enriched by its floral origin and geography,” said the company.
Three applications will be unveiled at the show, including a purifying honey powder, and a gentle honey face scrub.
“As an ever-increasing number of potent natural-based beauty formulations are launched, consumers are now convinced that these types of products can benefit them personally while protecting the environment. Increasing the efficacy of natural personal care products is a sure way to attract new customers,” highlights Stéphanie Puel, director of Naturex Personal Care Business Unit.