the conscious consumer
With the rise of the conscious consumer and global trends for clean INCI, naturally-derived and sustainable personal care formulations; the consumer need for ecologically-sound products is fast becoming a necessity for new product launches. However certain synthetic ingredients such as the acrylate-based rheology and suspension polymers have proven very difficult to replace without sacrificing consumer experience.
This inspired our solvers at Ashland to develop texturpure™ sa-1 our new and novel sustainable ingredient to deliver a rich smooth and luxurious texture with a clean break on pouring and suspension of oils and actives in shampoos and cleansing systems. Texturpure™ sa-1 was developed using Ashland’s expertise in sustainable polysaccharide technologies. It is naturally-derived (according to ISO 16128), sustainably- and ethically-sourced, biodegradable and has a clean INCI (Hydroxypropyl Methylcellulose (and) Cellulose Gum (and) Xanthan Gum).
Shampoo and cleansing systems typically rely on water insoluble ingredients such as: natural or silicone oils for conditioning; visual enhancers, e.g. opacifiers and mica for appearance; and particulates e.g. scalp care actives for health. These essential ingredients are typically formulated in the rinse-off system with a stabilizing rheology modifier which has a sufficiently high yield value to provide suspension. Texturpure™ sa-1 is a highly efficient suspension agent and texturizing technology which is compatible with anionic, amphoteric and non-ionic surfactants. It offers excellent long-term stability, matching the industry-leading synthetic benchmark, even in challenging sulfate-free formulations. It is complementary to salt curves and is compatible with cationic conditioning polymers at typical usage levels.
a textured sensorial experience
We tested texturpure™ sa-1 extensively in the salon and at home over the 4 key moments of truth for the consumer against leading benchmark materials, we discovered that texturpure™ sa-1 delivers:
- on hand: forms a rich, smooth, and viscous product with a clean break when pouring, forms a uniform disc on the hand with a good shine. This ingredient is most effective for opacified, pearlized or translucent systems.
- on hair: glides over hair smoothly with a cushioned feel, coating the hair from end to end, lathers easily and boosts foam providing a rich foam with small bubbles.
- rinsing: easy to rinse without foamy residues or build-up. Hair is tangle-free and manageable.
- after-feel: fresh, detangled and easy to comb.
Additionally, texturpure™ sa-1 enables a highly conditioned sensorial experience in both silicone-based and silicone-free as it doesn’t interfere with these conditioning and oil deposition technologies.
ease of use
Ashland texturpure™ sa-1 is designed to be exceptionally easy to process at scale, it is delivered as a 100 % active powder which can be easily processed in cold water, solubilizing in just 20-30 minutes with regular mixing.