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The New Now

We're here for a little while, so how can we make the most of it?

With products that help us feel good, and suit our current low maintenance lifestyles, while also helping us feel safe.

Skincare in The New Now

In the New Now, we want a simplified facial care routine that provides deep moisturization and anti-aging benefits while protecting our skin, keeping it looking fresh and bright for our early morning video calls. We developed our Two-Step Complete Care Combo so you can take less time in the morning and still get all the same great skin benefits. We’ve also created a Pore Reset Clarifying Clay mask to give you an at-home spa experience and keep your skin glowing.

New Now Kit


Haircare in The New Now

While we’re not necessarily styling our hair as much in The New Now, we’re still caring for our  tresses with regular washes to keep them clean, hydrated and growing. With less access to our favourite stylists, a good shampoo or cleansing conditioner can help us ensure our hair remains strong and healthy until we can go back to our usual routines. We’ve created two hair cleansing products for you with aromatherapy and relaxation benefits to help our scalps and hair stay happy and healthy.

Color in The New Now

In The New Now, glam looks a bit different. We’re focused on looks that make our eyes pop, and products that help us perfect our natural glow. When a blemish pops up, we’re looking for a quick solve that fits easily into our new daily routine. While we’re not using as many products, we’re still having fun creating simple looks that help us feel a bit fabulous, whether it’s on video or above our masks at the grocery store.

Welcome to The New Now

The New Now really comes down to finding ways to make the most of our current situation. As brands and formulators, we can play our roles by creating products that can help consumers feel good, products that are low maintenance while offering a wide range of benefits and products that leverage clean beauty practices to keep consumers feeling safe. The best part of The New Now is that we’re all here together, and we’re here for a little while, so let’s make the best of it. We've developed 8 new prototypes to help inspire you as you formulate for The New Now.

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products in the kit
Complete Radiance Face Oil
Complete Defense Face Cream
Pore Reset Clarifying Clay Mask
Curl Remedy Cleansing Conditioner
Scalp TLC Charcoal Detox Shampoo
Amplify Liquid Eye Shadow
Gl’Oh Naturel Face & Body Highlighters
Quick Fix Spot Corrector
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Complete Radiance Face Oil

Just when you thought your skin couldn’t get any softer or firmer, a few drops of this light silky face oil will take things to the next level. This oil offers anti-aging benefits by encouraging skin regeneration and protection from oxidative stress, while smoothing wrinkles. It also locks in all that lovely moisture, while you firm and brighten your skin. Over time you’ll also notice a more even skin tone and smoother skin. When paired with our Complete Defense Face Cream, you have everything your face needs to stay radiant.

CLEAN BEAUTY PRINCIPLES

Formulation process: Optimized, low heat process
Marketing: Multi-benefit high Anydrous formula performing product
Performance & Innocuity: Multifuntional high performing safe synthetic ingredients
Sustainability: Biodegradable & 100% natural ingredients
Ethics: Traceable and sustainabily manufactured ingredients
Water: Anydrous formula

Biosynthetic Technologies

  • BioEstolide™ 30: Multifunctional biobased oil that serves as an emollient with enhanced stability and exceptional moisturization characteristics. Offers a light, satiny feel on skin and hair.

DSM

  • ALL-Q® (Coenzyme Q10) plus: A bioactive mix of coenzyme Q10 and Vitamin E acetate in a cosmetic carrier oil. ALL-Q Plus is the ideal active ingredient for several key skin care applications. It protects the skin from lipip peroxidation, and strengthens the cell viability by increasing cellular ATP production. ALL-Q Plus prevents collagen degradation by inhibiting MMP-1 expression. ALL-Q Plus makes the skin look and feel firmer, softer and well-toned.

Dow

  • Dowsil™ 5562 Carbinol Fluid: This carbinol-functional fluid has a novel compatibility profile for use in color cosmetics, face and body care, sun care, underarm and hair care applications.

Inolex

  • LexFeel™ WOW-A: 100% plant-based, fast spreading, partially volatile emollient. Nongreasy, ultra-light feel imparts smoothness to skin. Derived from castor oil and sugarcane.
  • SustOleo™ DCS: Palm-free, 100% natural hydrolytically stable light emollient and slip agent with light cushion and silky after feel. 

Solvay

  • ReGeN-oPhyt®: A 100% naturally-derived bioactive for anti-aging skin care applications. Offers skin protection from UV radiation and pollution, and oxidative stress. Acts as an antioxidant, encouraging skin regeneration and smoothing properties.

Suppliers

Complete Defense Face Cream

Think of this rich cream as luxurious armor, preparing your skin for the day ahead with a complete range of benefits including broad spectrum SPF protection, blue light protection as well as antipollution and antioxidant benefits. It also helps to soften the appearance of wrinkles, and smooth the skin. As you spend a few moments each morning rubbing this velvet softness into your skin, you’ll also benefit from deep reaching hydration, and gentle cell regeneration. The soft rose fragrance will be just what you need for a quick moment of calm before start your day.

CLEAN BEAUTY PRINCIPLES

Marketing: Multi-benefit high Anydrous formula performing product
Performance & Innocuity: High performing safe synthetic ingredients, multifunctional ingredients
Sustainability: Biodegradable ingredient, 100% naturally-derived ingredients
Ethics: Ecocert COSMOS-approved ingredients, traceable & sustainably manufactured ingredients

Dow

  • AgeCap™ Smooth Cosmetic Ingredient: Traps selectively Reactive Oxygen Species (ROC ) to avert their damaging effects. As it employs a non-self-sacrificing mechanism, it helps enhance efficiency versus conventional anti-oxidants. It contributes to healthy skin by softening wrinkle appearance, promoting skin radiance and delivering skin smoothing effects.

  • DOWSIL™ ES-5600 Silicone Glycerol Emulsifiert: A non-diluted W/Si and W/O emulsifier with diglycerol hydrophilic functionality. It does not contain ethylene oxide or propylene oxide, and allows for various PEG-free cosmetic formulations. Excellent powder dispersing capabilities, and offers formulators oil phase flexibility.

  • DOWSIL™ EL-9241 DM Silicone Elastomer Blend: Similar to DOWSIL™ 9041 Silicone Elastomer Blend, but contains less than 0.1% D4 and D5. Contributes a silky smooth, long-lasting feel in various skin and color cosmetics applications.

DSM

  • Niacinamide PC: A special cosmetic proprietary grade of Vitamin B3. Its main benefits include blemish care (blemish-free, shine-free, refined skin appearance), UV- and bluelight-stressed skin care (skin tone, damage caused by light), enhanced functionality of the skin barrier and anti-pollution benefits.

  • Parsol®TX: Inorganic UVB filter providing very good SPF performance as well as a significant contribution to UVA protection into the blue light range. It also offers high transparency in formulations and is compatible with acrylate thickeners.

  • Parsol®ZX: UV filter with a broad UVA‐UVB absorption curve that also goes into the blue light spectrum. Particle size ensures SPF and best UVA performance.

  • Valvance® Touch 210: Sensory modifier delivering optimal oil absorption with no compromise on comfort. This powder consists of porous spherical silica particles. Provides anti-shine, silky touch and a lightweight feel, especially in sun care applications.

Solvay

  • Mackaderm® LIA: A 100% naturally-derived COSMOS certified mutlifunctional emollient that helps formulations feel light, more spreadable and less tacky. It also provides pigment wetting & solubilization of UV filters, is non-toxic, non-irritating and fully biodegradable.

Suppliers

Pore Reset Clarifying Clay Mask

While we’re deep cleansing everything else in The New Now, let’s not forget about the delicate pores on our face that can get clogged and stressed. This soothing mask is the perfect solution to help you hit pause and take a moment as you relax and let the kaolin clay pull the impurities from each pore, leaving you with clear glowing fresh skin. With a cool, rich creamy texture, this mask might just be a reset for your face and your mind. Take a moment and enjoy it.

CLEAN BEAUTY PRINCIPLES

Marketing: Short INCI
Performance & Innocuity: Igredients suitable for sensitive skin
Sustainability: Biodegradable ingredients, vegan ingredients, naturally-derived ingredients
Ethics: Sustainably sourced ingredients

Art of Natural Solution

  • American Wintergreen-ANB: An active botanical extract that exhibits anti-oxidant, anti-wrinkle, and skin brightening effects.

Cargill Beauty

  • C*EmTex™ 06328: Naturally-sourced starch that is aluminum-free and brings a powdered after feel to a formulation.

  • StarDesign™ Care: A Starch that is effective at viscosity building, while imparting a dry feel.

Dow

  • ACULYN™ Excel Rheology Modifier: A rheology modifier offering clear suspension of both beads and bubbles at low pH values. It helps with building viscosity of cleansing products while exhibiting nice flow properties.

Solvay

  • Mackam® LHS GN: High compatability co-surfactant with 89% renewable content and excellent foam profile.

 

Suppliers

Curl Remedy Cleansing Conditioner

Let’s simplify our wash days and treat our tresses with some extra nourishment at the same time. This thick creamy cleansing conditioner is the perfect remedy between shampoos to add moisture and condition your hair without weighing it down. Use this co-wash every other wash day to lightly cleanse your hair while rehydrating and reinvigorating your curls. With excellent slip, rich conditioners and fresh mint aroma, this is just the boost you’ve been looking for.

CLEAN BEAUTY PRINCIPLES

Marketing: Textured-hair friendly one-step cleansing & conditioning formulation
Performance & Innocuity: High performing conditioning ingredient system
Sustainability: Vegan ingredients, 100% natural and biodegradable ingredients
Ethics: Traceable and sustainably manufacturered ingredients, USDA Biopreferred & non-palm ingredients

Art of Natural Solution

  • Sangmodan (PD): A natural hair care ingredient composed of 11 medicinal herbs based on traditional remedies. It provides anti-inflammatory effects and improves blood circulation to the scalp.

Dow

  • DOWSIL™ PMX-1504 Fluid: A blend of an ultra high viscosity dimethiconol in a readily biodegradable carrier for use in color cosmetics, hair, skin and suncare applications. Provides a natural look, ease of combing and smooth feel in hair care applications.

DSM

  • D-Panthenol: The gold standard moisturizer for skin and hair care, pro-vitamin B5 also offering anti-inflammatory effects and soothes irritated and sensitive skin and scalp.

Elevance

  • Elevance™ Soft CG-200: 100% plant-based soft gel emollient.

Inolex

  • AminoSensyl™ HC: Derived from the essentail amino acid valine and brassica rapa seed oil, this 100% natural, quatfree hair conditioning system is a great option for high performance haircare.

Solvay

  • Jaguar® C-17: A highly charged cationic plant-derived polymer that provides excellent thickening and conditioning properties for myriad products, as well as improved actives deposition.

  • Miracare® OMG: A highly efficient emulsifier for creating transparent, high internal phase oil-in-water emulsions.
    The recommended usage level is 3-5% with oil levels between approximately 60 to 80% by weight.

 

Suppliers

Scalp TLC Charcoal Detox Shampoo

A little scalp TLC can help create a healthier foundation for longer stronger hair. Start with a deep relaxing scalp massage, allowing the tea tree and charcoal to gently clarify your scalp as your stress melts away. Then work the lather through your hair for an effective cleanse, leaving behind a strong hair base, and clean hair root and shaft for improved hair retention. Say it with us now: mmmmmmmmmm.

CLEAN BEAUTY PRINCIPLES

Marketing: >97% naturally-derived ingredients, multifuncational benefits for healthy scalp and strong hair
Performance & Innocuity: Mild ingredients suitable for sensitive skin
Sustainability: 100% natural and biobased ingredients, biodegradable ingredients
Ethics: USDA Biopreferred ingredient, traceable & sustainably manufactured ingredients

Biosynthetic Technologies

  • Bioestolide™ 1300: Multifunctional biobased oil that serves as an emollient with enhanced stability and exceptional moisturization characteristics. Offers a light, satiny feel on hair and skin.

Cargill Beauty

  • Actigum™ CS-11 QD: The blending of sclerotium gum & xanthan gum create an ideal naturally-derived cold soluble thickener & stabilizer. This gum blend originates from biofermentation and imparts smooth, soft textures with great sprayability and suspension properties.

Dow

  • DOWSIL™ 3903 Liquid Satin Blend: A unique mixture of a high molecular weight polymer with unique rheology and texture in a quick dry carrier fluid.

DSM

  • DL-Panthenol powder: A pro-Vitamin B5 that is valued in skin and hair care for its moisturizing properties. For hair care applications, it is known for its humectant properties and its ability to improve the resistance of hair to
    mechanical stress.

  • Phytantriol: Phytantriol is a unique time-tested active for hair care applications. It augments deposition of Panthenol, Ethyl-Panthenol and keratin amino acids, and provides benefits for normal and damaged hair after single as well as cumulative applications. Significantly improves water retention, strengthens damaged hair, and visibly prevents color fading.

  • Niacinamide PC: A special cosmetic proprietary grade of Vitamin B3 which has a guaranteed low level of residual nicotinic acid to address any concerns about unpleasant skin or scalp sensations.

Emerald Kalama Chemical

  • Kalama Sodium Benzoate: Gentle and effective preservative for leave on and rinse off applications. Excellent at controlling yeast, mold and bacteria at pH’s up to 7.

  • Kalama 3PP: Multifunctional additive for use in combination with Sodium Benzoate to boost performance and extend pH range. It also improves viscosity & integrity of shape characteristics, as well as acts as an emollient.

Solvay

  • Miracare® Soft 313: An innovative sulfate-free and oxide-free, cold processable.

Suppliers

Amplify Liquid Eye Shadow

If our eyes are all people are going to see, then we’re going to make sure they leave an impression! It’s amazing how a simple sweep of gorgeous color on our lids can help add some glam and personality to our eyes above our masks. Whether it’s a rose gold shimmer or a bold green, a little color can go a very long way. Are we smiling? No, we’re smizing ;)

CLEAN BEAUTY PRINCIPLES

Formulation Process: Optimized process
Marketing: Easy-spreading & quick dry formula
Performance & Innocuity: Several multifunctional high performing safe synthetic ingredients
Sustainability: Biodegradable ingredient, vegan ingredient, naturally-derived ingredients

Angus Chemical Company

  • TRIS AMINO® ULTRA PC: Globally compliant buffering agent excellent for mild neutralization and emulsion stabilization. Also helps prevent yellow or discoloration.

Dow

  • ACULYN™ 28 Rheology Modifier: An efficient thickener with unique ease of use, wide compatibility and cost effectiveness for an ever-increasing breadth of personal care applications. Designed for clear formulations with a wide pH stability range from 5.5 to 10.

  • DOWSIL™ FA PEPS Silicone Acrylate: A long lasting film-former designed for color cosmetics applications providing excellent sebum and wear resistance. Formulated in a biobased carrier, allowing for cosmetic formulations having a higher naturality content.

Inolex

  • LexFeel™ WOW-A: 100% plant-based, fast spreading, partially volatile emollient. Nongreasy, ultra-light feel imparts smoothness to skin. Derived from castor oil and sugarcane.

Solvay

  • ALKAMULS® PSML 20: Emulsifier & co-emulsifier for petroleum oils, fats, solvents and waxes in cosmetics. Viscosity modifier for non-irritating shampoos. Co-emulsifer for dye carrier formulations.

Sun Chemical

  • SunSHINE®: SunSHINE® effects provide some of the lowest residual heavy metals levels available in the market today. Their improved transparency, luster, chroma and smoothness make them ideally suited for use in all finished product formulations

  • SunPURO® Green (C83-1266): SunPURO® oxides carry the most stringent heavy metal specifications available in the market today. Surpass all active global regulations, providing formulators with the highest level of quality assurance.

 

Suppliers

Gl’Oh Naturel Face & Body Highlighters

That dewy all over glow is the perfect look for every season and every kind of camera. We’ve created our Gl’Oh Naturel highlighters to be used on your face, chest or whole body to help highlight your natural skin tone and offer the perfect shimmer in bright or low lights. They go on silky smooth and effortlessly create a flawless look that will have people wondering whether you’ve got your own personal lighting crew.

CLEAN BEAUTY PRINCIPLES

Formulation Process: Optimized one phase formula
Marketing: Multifunctional face & Anydrous formula body product, >65% natural ingredients
Performance & Innocuity: Multifuntional high performing safe synthetic ingredients
Sustainability: Biodegradable & 100% natural ingredients
Ethics: Traceable and sustainabily manufactured ingredients
Water: Anydrous formula

Calumet Penreco

  • Versagel® MD 500: Gelled Isododecane that functions as a volatile emollient with a light, non-greasy feel. Works as an ideal vehicle for delivering pigments and other solid materials in anhydrous applications.

Dow

  • DOWSIL™ EL-8050 ID Silicone Organic Elastomer Blend: This silicone organic elastomer blend combines the feel of silicone elastomer gels with a wider range of organic ingredients and actives. It's a mixture of high molecular weight polyglycol-modified silicone elastomer in isododecane that provides the innovative freedom to create color cosmetics, skin and sun care products that stand out.

  • DOWSIL™ FA 4004 ID Silicone Acrylate: This silicone acrylate film former creates long-lasting, flexible films that provide high water and sebum repellency. This is an excellent choice for applications where comfort and long wear are critical. It's a blend of approximately 40% of acrylates/polytrimethylsiloxy-methacrylate copolymer in isododecane.

Sun Chemical 

  • SunSHINE®: SunSHINE® effects provide some of the lowest residual heavy metals levels available in the market today. Their improved transparency, luster, chroma and smoothness make them ideally suited for use in all finished product formulations

Suppliers

Quick Fix Spot Corrector

Blemishes and dark circles happen to all of us, but with this new concealer stick, camouflaging them is easier than ever. Formulated to offer a nice medium coverage, it blends in perfectly with your skin, easily correcting any spots and discoloration, leaving a smooth even appearance. Use as much or as little as you need, daily or just when you need a quick fix.

CLEAN BEAUTY PRINCIPLES

Formulation Process: Optimized process
Marketing: Multiuse gender neutral product
Performance & Innocuity: Multifuntional high performing safe synthetics, suitable for sensitive skin
Sustainability: Naturally-derived & vegan ingredients
Ethics: Non-palm, Ecocert-COSMOS approved and USDA Biopreferred ingredients
Water: Anydrous formula

Biosynthetic Technologies

  • Bioestolide™ 1300: Multifunctional biobased oil that serves as an emollient with enhanced stability and exceptional moisturization characteristics. Offers a light, satiny feel on hair and skin

Calumet Penreco

  • Versastique® Clear ME 5 T: Solid stick form of hydrogenated polyisobutene that is easiily emulsified and compatible with a wide range of chemicals. It imparts a light, non-greasy skin feel and has good spreading properties.

Cargill Beauty

  • C* EmTex 06328: This sodium starch provides powdered afterfeel & mattifying effect without having to use an aluminum-based product.

Dow

  • DOWSIL™ FZ-3196 Fluid: A unique solution for formulators of color cosmetics, skin, and sun care products. Caprylyl Methicone provides a light, silky feel and excellent spreadability, along with moderate volatility and compatibility with a wide range of cosmetic ingredients (such as natural oils). It also improves the sensory profile by reducing greasiness and tackiness.

DSM

  • Valvance® Look 100: This sensory modifier provides a natural coverage including a soft focus effect that hides chromatic skin disorders. Suitable for all makeup applications for a natural and healthy look.

Inolex

  • SustOleo™ TL: Palm-free unique sensory enhancer that provides rapid absorption, quick drying, and a light/powdery skin-feel.

Sun Chemical

  • Natural Wax Dispersion Inorganic Pigments: The new Natural Wax Dispersion line consists of a unique blend of 100% vegetable-derived emollients to provide a light, luxurious feel to finished cosmetic products. The carrier system is COSMOS-approved and supports natural formulations. This innovative portfolio is supplied in a dry form, which allows for high pigment loading levels, increased shelf life and efficient handling.

 

Suppliers

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