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• BASF’s Longevity Ecosystem supports planetary, emotional, and physical well-being;
• MindMotion technology captures emotional responses to personal care products;
• Oximony™ increases skin longevity by improving skin radiance, resilience, and firmness.
This forward-thinking approach to personal care addresses the evolving consumer demands for healthy aging in a world where life expectancy is on the rise. “Longevity is not solely about extending life, but also about enhancing the quality of those years through prevention and well-aging” said Dr Boris Gaspar, Head of Market Development, Personal Care EMEA. “That’s why we’re focusing on developing customized products that reflect a holistic understanding of beauty, integrating planetary, emotional, and physical well-being to do well, feel well and age well.” With the Longevity Ecosystem, BASF continues its Beyond Beauty journey, helping customers unlock new opportunities in a transforming personal care market. BASF experts will present the novelties at booth 1C110, which the company shares with its distribution organization BTC Europe.
Do Well: Replacing Ingredients with more Sustainable Alternatives
BASF will introduce two new products that serve as high-performance, sustainable alternatives to conventional ingredients. Verdessence® Maize is a readily biodegradable substitute for PVP and VP/VA polymers, fully derived from renewable feedstocks. It provides natural styling performance for applications such as crystal-clear pump sprays and mousses with a cloud-like foam texture. Lamesoft® OP Plus is a wax-based opacifier dispersion that provides high opacity and additional care benefits in rinse-off products, facilitating easy formulation and cold processing. It is readily biodegradable and serves as a substitute for synthetic, acrylate-based ingredients.
Feel Well: Analyzing the Impact of Cosmetics on Consumer Well-Being
Emotions play a key role in overall well-being and also in personal care formulations where they influence user experience and perceived effectiveness. Understanding how products resonate with the consumer’s body and mind is therefore becoming increasingly important. BASF’s MindMotion approach evaluates how personal care products affect consumers’ emotional well-being. Unlike traditional performance testing that primarily focuses on physical effects or conscious evaluations, this differentiating approach captures consumers’ emotional engagement. This fresh and complementary perspective unlocks new opportunities for consumer-centric product development in the personal care industry. At in-cosmetics Global, BASF customers will get the opportunity to see a live demonstration of this new approach.
Age well: Enhancing Beauty Beyond Age with Oximony™
With the launch of Oximony™ (INCI: Maltodextrin (and) Lysimachia Christinae Flower/Leaf/Stem Extract), BASF drives longevity skin care to enhance beauty beyond age. Able to support the skin’s own healthy levels of taurine, an amino acid naturally found in the human body, Oximony helps to restore its radiance, resilience, and firmness. The new ingredient was tested in clinical studies with Chinese volunteers showing common signs of aging. It was applied at 0.25% concentration over two months. After two weeks of application, the ingredient demonstrated a significant 28% improvement in skin fatigue appearance, and showed a noticeable difference compared to the placebo (36%), with continued positive results observed at one and two months. Skin firmness increased by 17% after one month, while radiance improved by 18% from the baseline after two months. All findings were supported by comprehensive in vitro testing. Oximony reflects BASF’s commitment to sustainability and ethical sourcing within its Responsibly Active program for bioactives. The ingredient is an extract of sustainably sourced and FairWild certified Lysimachia christinae, also known as Jin Qian Cao, an ancient botanical revered in traditional Chinese medicine. Every aspect of the ingredient’s supply chain is fully traceable, ensuring transparency from its botanical origins in China to the final product.
Presentations by BASF experts at in-cosmetics Global 2025 (in-cosmetics.com)
Date & Time - BASF expert - Topic - Location
April 9, 2025 - 3:50-4:20 pm. - Marcel Schnyder - Regulatory Changes in Suncare and its Consequences in Formulations - Technical Seminar Theatre 3, Hall 13
April 10, 2025 - 10:45-11:15 am. - Dr Bianca Seelig - Advancing Sustainability: Holistic Formulation Strategies in Personal Care - Sustainability Theatre, Hall 11, 11B50
About the Care Chemicals division at BASF
The BASF division Care Chemicals (care-chemicals.basf.com) offers a broad range of ingredients for personal care, home care, industrial & institutional cleaning, and technical applications. We are a leading global supplier for the cosmetics industry as well as the detergents and cleaners industry, and support our customers with innovative and sustainable products, solutions and concepts. The division’s high-performance product portfolio includes surfactants, emulsifiers, polymers, emollients, chelating agents, cosmetic active ingredients and UV filters. We have production and development sites in all regions and are expanding our presence in emerging markets.
About BASF
At BASF (basf.com), we create chemistry for a sustainable future. Our ambition: We want to be the preferred chemical company to enable our customers’ green transformation. We combine economic success with environmental protection and social responsibility. Around 112,000 employees in the BASF Group contribute to the success of our customers in nearly all sectors and almost every country in the world. Our portfolio comprises, as core businesses, the segments Chemicals, Materials, Industrial Solutions, and Nutrition & Care; our standalone businesses are bundled in the segments Surface Technologies and Agricultural Solutions. BASF generated sales of €65.3 billion in 2024.
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annika.mueller[.]basf.com 
