The Hoya lacunosa, grown on specialised farms in Thailand, is composed mainly of terpens, flavones and phytosterols, actives the company says are well-known for their protective affect.
The flower itself is of a shiny bright white colour with a crystalline texture, of which a little star at its core produces a sweet, edible nectar, which reflects the light.
Previous to the ingredient being uncovered for its use in cosmetics, it has been long known for its healing and illuminating properities on the AP region.
"Numerous publications in Asia mention the hoya genus in traditional medicine, mainly for its anti-inflammatory properties, and a decoction of the plant can be used to treat skin irritations or burns."
Demand for brightening products not just in Asia
According to Croda, a radiant complexion has become the priority for women on a global scale, not just on the AP region, particularly in the last few years as they strive to fight against the signs of ageing.
"While expectations may be different from one continent to another, the general concerns are the same:luminous and blemish free skin."
Unusual flower caters to 'nude' trend
The global player has identified that as the cosmetic market changes, colour cosmetics like foundation must not only be covering but also have moisturising and illuminating properties.
Thus in this instance the ingredients, in terms of formulations, are said to be ideal for illuminating the complexion, and will work particularly well in brightening foundations or 'nude makeup'.
"This ingredient would be suitable in applications that answer to the 'nude trend', make-up that offers illuminating foundation," a company representitive told Cosmetics Design at the event.