The international leader in beauty components has collaborated with the influencer team Chemist Confessions to introduce an instructional initiative emphasizing osmolytes and their advantages in skin and body treatments. With this effort, IFF endeavors to enhance consciousness and recognition of these impactful ingredients within the beauty and personal care sector.
Osmolytes are diminutive, naturally occurring molecules that aid cells in preserving moisture and defending them from ecological aggressors like ultraviolet rays and heat. Betaine stands out as one of the most recognized instances. According to IFF (International Flavors & Fragrances), in spite of their established aptitude to fortify the skin’s defense and deliver enduring hydration, osmolytes continue to experience restricted notice in skincare, frequently overshadowed by more well-known components such as hyaluronic acid and aloe vera.
Only 0.03% of products highlight osmolytes
Current information reveals that in the last five years, merely 0.03% of novel skincare product introductions have mentioned osmolytes in their statements. [1]
In a survey administered on social media, 61% of participants linked the INCI term betaine, a key osmolyte, with lathering – signifying that numerous individuals are uninformed of its skin merits, like hydration and barrier reinforcement. [2]
Closing the awareness gap
To assist in bridging the understanding deficiency concerning osmolytes, IFF is uniting with former L’Oréal skincare researchers and Chemist Confessions creators, Gloria Lu and Victoria Fu. By utilizing their intensely involved Instagram following of 158,000 individuals and a specific IFF-run content center, the campaign aims to render intricate science understandable and captivating through explicit, persuasive educational material.
The campaign’s content will delve into how osmolytes, for example, betaine, contribute to sustaining moisture, bolstering skin barrier performance, and fostering overall skin wellness. As an illustration, a four-week clinical evaluation indicated that daily application of a lotion incorporating IFF’s GENENCARE® OSMS BA (betaine) substantially diminished trans-epidermal water discharge, accentuating osmolytes’ effectiveness in refining skin barrier operation.
Commenting on the collaboration, Kris Bosma, global marketing director for home and personal care at IFF, stated: “Skincare science can be intricate, but Chemist Confessions possesses an exceptional talent for transforming it into lucid, interesting understandings that connect with both specialists and everyday shoppers. That positions them as the ideal ally to build greater recognition regarding the gains of osmolytes like betaine.”
