BASF and B2B Cosmetics partner to respond to customisation trend

12-Feb-2019 - Last updated on 12-Feb-2019 at 10:36 GMT

BASF and B2B Cosmetics have announced a joint strategic partnership that looks to tap into the rising trend for personalized personal care products.

The companies describe the deal as exclusive and long-term, including a strategic investment into B2B Cosmetics by BASF.

B2B Cosmetics is a relatively new business to business beauty player, having been founded end of 2014.

The company has developed the Emuage technology, where its smart patented design allows to manufacture cosmetics directly into the final cosmetic bottle with integrated mixing capability, from ingredients contained in single-use capsules, therefore the machine stays perfectly clean to comply with strict hygiene standards with minimal effort, it says.

This is the personalisation system that B2B Cosmetics will contribute to the partnership, while BASF says it brings its ‘expertise in personal care solutions’.

“Individualization of personal care products is a global key trend. To meet this growing need, a combination of interdisciplinary know-how is required. Together, BASF and B2B Cosmetics will build upon their respective expertise to offer this inventive technology to the market,” the companies explain in a joint statement.

B2B Cosmetics received the “Innovation Award” at the recent trade show Consumer Electronics Show (CES) for their Emuage technology, for the second consecutive year.

What is personalisation?

The personalisation and customised beauty trend is about refining products to meet specific consumer needs. With the increasing capabilities of tech, some brands are now creating offerings that are specialised right down to the individual demands of a unique consumer.

Personalisation and customisation of beauty is being seen in brands, apps, and individual products and services across the beauty industry.

“It’s about allowing consumers to take more control over what they’re doing and tailor their skin care routine down to the minute as they go through their day,” explained Jamie Mills, Global Analyst with GlobalData, in Cosmetics Design’s webinar on the hot topic at the end of last year.

Robert Parker, Head of New Business Development at Care Chemicals, BASF, explains: “We will be collaborating with B2B Cosmetics to further leverage their unique technology in the coming months. We expect that the partnership enables us to support the industry with a new approach for individualized personal care products.”