BASF’s Personal Care division unveiled its “Beyond Beauty: Thrive into Tomorrow” campaign at the 2025 New York Society of Cosmetic Chemists (NYSCC) Suppliers’ Day, held June 3–4 at the Javits Convention Center in New York City.
The initiative introduces a suite of sustainable, science-driven innovations aimed at redefining beauty across generations, emphasizing inclusivity, longevity, and environmental responsibility.
Immersive Booth Experience Showcases Innovation
At booth #721, BASF highlighted its commitment to the future of beauty with three interactive zones. Each segment of the booth was designed to immerse visitors in BASF’s unique vision for sustainable and inclusive personal care.
Generational Beauty Zone
This zone introduced six prototype formulations tailored to diverse age groups. These formulas showcased BASF’s strategic approach to addressing beauty needs across lifespans, using key ingredients such as:
- Verdessence® Maize – A natural styling polymer offering a biodegradable alternative to synthetic polymers.
- Lamesoft® OP Plus – A wax-based dispersion that enhances opacity and provides extra conditioning in rinse-off products.
- Oximony™ – A powerful active that boosts skin’s taurine levels, supporting firmness and radiance.
- Vitaguard® – A multi-functional antioxidant complex protecting skin from environmental stress.
These ingredients reflect a deeper understanding of evolving skincare priorities, from youthful vibrancy to mature skin resilience.
Sensorial Experiences Zone
The second booth area highlighted sensory innovation using biopolymer technology. BASF introduced the Binding Blocks Toolkit 2.0 and Rheology Toolkit, tools that empower formulators to enhance the texture and feel of personal care products.
- Verdessence® Tara, Alginate, and Glucomannan – Biopolymers that deliver unique, plant-based textures.
- Emulgade® Verde – A naturally derived emulsifier offering improved skin feel and stability.
This emphasis on sensory engagement responds to rising consumer expectations for luxurious, eco-conscious formulations.
APG Synergies Zone
The final booth segment showcased BASF’s advancements in biosurfactant technology using alkyl polyglycosides (APGs), derived from 100% renewable feedstocks. These surfactants improve foam quality and texture while meeting eco-label requirements.
- Enhanced Foam Performance – BASF demonstrated how combining APGs with co-surfactants delivers a creamy, luxurious lather.
- Surfactant Navigator – An AI-powered tool within BASF’s D’lite digital platform that assists formulators in optimizing surfactant blends for maximum performance and sustainability.
Digital Tools Accelerate Sustainable Innovation
BASF spotlighted its growing suite of digital services aimed at revolutionizing formulation science. Its D’lite platform features tools like Emollient Maestro and Ingredients Revealed, helping chemists quickly assess ingredient properties, consumer trends, and compatibility.
On June 3, Mallika Tiwari and Joel Basilan joined skincare experts Victoria Fu and Gloria Lu from “Chemist Confessions” for a presentation on digital transformation in formulation. Their session emphasized how AI can streamline development and tailor products to evolving consumer needs.
Additionally, Prerna Chatterjee, Applied Sustainability Manager at BASF, contributed to the NYSCC Sustainability Round Table. She outlined BASF’s efforts in promoting biodegradable solutions, transparency, and ethical sourcing.
Commitment to Personalized, Sustainable Beauty
“Beyond Beauty: Thrive into Tomorrow” signals a future-oriented approach for the personal care industry. BASF’s expanded ingredient portfolio, paired with cutting-edge digital tools, equips formulators to create more inclusive and sustainable beauty experiences.
Brandon Crist, Vice President of Business Management, Personal Care North America, said, “With more sustainable ingredients and digital services, we’re focused on crafting personalized solutions for every generation tailored to meet tomorrow’s needs.”
This integrated approach—combining science, technology, and sustainability—reinforces BASF’s leadership in shaping the next era of personal care.