At this year’s Cosmet’Agora, BASF’s Personal Care business is pushing the boundaries of cosmetics with its Beyond Beauty vision, celebrating individuality and self-expression.
The company is set to launch a groundbreaking formulation concept, spotlighting hybrid, cross-category solutions and sensory-rich experiences that align with evolving consumer demands.
“Understanding how people live, behave, interact, and express themselves inspires new beauty trends and shapes innovative products and routines,” said Dr Valérie Pian-Parison, Senior Marketing Manager France.
“Our new concept illustrates how cosmetic products can help the skin recover from environmental stresses, how beauty rituals can reconnect people with nature, and how textures influence our emotions and the perception of a product’s performance.”
The concept spans longevity skincare, care-infused haircare and bodywash, eco-conscious UV protection (powered by BASF’s EcoSun Pass technology), and healthy glow make-up.
Combining effective, preventive solutions with extraordinary textures, the formulations leverage cutting-edge technologies and responsible ingredient choices. BASF experts will be on hand at booth 146-147-148 for one-to-one discussions on the new concept and latest innovations.
BASF is debuting Aloversil, a natural-origin peptide designed to help men combat visible hair shedding. The ingredient supports a healthy scalp environment, promoting stronger, fuller, and more resilient hair.
In a randomized, double-blinded, placebo-controlled clinical study with 60 men, daily use of a leave-in serum containing Aloversil over four months improved hair coverage and density—results confirmed by instrumental assessments. In vitro studies show Aloversil enhances cellular communication and micro-vascularization, nourishing hair follicles and improving hair appearance.
BASF is also introducing Dehyquart S18 (Stearamidopropyl Dimethylamine) to the European market. This cationic conditioning agent is ideal for conditioners, masks, and hair treatments, offering a biodegradable and naturally derived alternative to traditional quats, with 78% renewable carbon content.
Performance tests show Dehyquart S18 improves wet and dry combability, enhances suppleness at low dosages, and provides reliable frizz protection in high humidity, while supporting vegan, cruelty-free, and silicone-free formulations.
