North seven road, Jinzhai modern industrial park, Anhui



The “involution " of the cosmetics industry

2024-04-25 14:40:15

Involution" is a very popular word in the past two years. With the impact of the global economic downturn and market competition, the phenomenon of "Involution" is becoming more and more serious, and the whole world and every industry are " Involution ". In the cosmetics industry we are familiar with, the phenomenon of " Involution " is also obvious, and " Involution " causes a lot of unnecessary competition.

The "Involution" of the cosmetics industry can be divided into three aspects.

The first is the " Involution " of ingredients and efficacy. The rise of the "ingredient party", a number of cosmetics brands will show off their own ingredients, the competition is becoming more and more fierce, "Involution" will appear. For a popular ingredient, when most brands only add 3 to 5 percent concentration, suddenly one brand adds 10 percent concentration, and the market starts to change. As a result, many brands have started to increase the concentration of ingredients, from 5 to 10 percent, then from 10 to 12 percent.

In fact, many cosmetics people understand that some ingredients only need to a certain concentration to have the effect, too high concentration will lead to consumer skin allergy and so on.

"Involution" finished concentration will "volute" formula, over time, cosmetics market will appear a variety of "double formula", "triple formula", and even "quadruple formula". In short, the formula is more and more complex, more and more "novel", the challenge is the courage of the brand.

Then there is the " Involution " of cosmetics marketing. "Price war" is a consistent phenomenon in the cosmetics industry, which is common to all. However, in the past two years, the cosmetics "price war" has become more and more "Involution ", and the most obvious phenomenon is that the price is lower and lower. More and more " Involution " prices, so that more and more low price and low-quality products tyrannized.

Finally, there is the " Involution " of cosmetics flow. In the Internet era, "traffic first" has become the motto of many people. In fact, brand winning hearts and minds is the basis of business, traffic is only the result of brand winning hearts and minds. “Involution, however, puts the cart before the horse.

In fact, taking consumer demand as the core and striving to let consumers use safe and assured products is the foundation of any product based on the market.

Product safety should be controlled from the source, such as raw materials. Carbomer as rheology modifier, has been extensively applied in personal care product oral care and health care fields for more than 70 years due to  its efficient thickening and suspending performance, high safety, and no irritation to human skin.

We, Anhui Newman Fine Chemicals Co., Ltd., are the global top leading manufacture of carbomer and related polymers. Especially our NM-Carbomer 20,2020,21 etc. are hydrophobically modified, cross-linked acrylate copolymers. In addition to the efficient thickening, suspension, and other functions of traditional carbomer such as NM-Carbomer 990,996,960,970, etc., they self- wet and disperses quickly in minutes, which remarkably meet formulators’ ease-use need. They have higher electrolyte tolerance and handle a higher level of surfactant actives, being ideally suited for use in formulations containing higher levels of oils, botanical ingredients such as shampoos and hair care products, and hydroalcoholic gels.

 Also, liquid carbomer such as NM-Carbomer SF-1, with INCI name: acrylates copolymer, NM-Carbomer Aqua10 withAcrylates/Beheneth-25 methacrylate copolymer. And NM-Carbomer Aqua 20, NM-Carbomer 25 with INCI name Acrylates/ Steareth-20 Methacrylate Copolymer. As Anionic hydrophobic modified alkali swelling acrylic polymer emulsions (HASE), they are easy-to-use liquid form and can be instantly thickened and after providing easy handling to improve production efficiency. Due to the special chemical structure, it has excellent salt resistance, especially suitable for the formulation system with high surfactant content, such as anti-dandruff shampoo, shower gels, facial cleanser liquid soap, etc.

Anhui Newman launched carbomer for pharmaceuticals and oral care products below information,

1)    Carbomer homopolymer: carbomer homopolymer type A such as NM-Carbomer 971P, 71G, 981G. And Carbomer Homopolymer Type B such as NM-Carbomer 974P, 934P, and Carbomer Homopolymer type C such as NM-Carbomer 980G.

2) Carbomer Copolymer: carbomer copolymer type A such as NM-Carbomer TR-2 P, and Carbomer copolymer type B such as NM-Carbomer TR-1P, and 1382G, and carbomer Copolymer Type C.

3) Carbomer interpolymer: Carbomer interpolymer Type A, such as NM-Carbomer 10G, Carbomer interpolymer type B such as carbomer 2020 G.

All these carbomer as excipients meet the requirements of major pharmacopoeia such as Chinese Pharmacopoeia 2020, US Pharmacopoeia USP/NF, European Pharmacopoeia EP, British Pharmacopoeia BP and other relevant regulations. Our Neman carbomer products as high-performance excipients are used in a wide range of applications including health care products, semisolid and liquid formulations, oral care products.


North seven road, Jinzhai modern industrial park, Anhui

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