Inolex announces campaign to expand into global cosmetics market

By Andrew McDougall

- Last updated on GMT

Related tags: Cosmetics

Personal care ingredients supplier Inolex has unveiled a new branding campaign to support its global expansion in the cosmetics market.

The new branding reflects the company's multi-million dollar investment in cosmetic technologies that are natural, sustainable, and meet the most pressing consumer needs.

"Inolex has risen rapidly to the forefront of ingredient innovation, and our new brand reflects that,"​ explains Conrad Plimpton, chairman of Inolex.

"It represents our forward-thinking approach to formulating with naturals and to helping our clients stay on top of the important consumer and regulatory trends."

Expanding global reach

According to Inolex, the new branding reflects the company's rapidly expanding global reach, including the establishment of new sales and technical support offices in Japan, Thailand, India and China.

These new offices complement Inolex's existing activities in the European Union and North America.

"Today's skin and hair care formulations must feel great, perform flawlessly, and have ingredients that are sourced from sustainable agriculture,”​ says Inolex’s technical applications manager, Kimberly Burch.

Burch notes that consumers are demanding higher standards from their personal care products; something she feels Inolex has achieved as it launches its latest line of ingredients.

New lines launched

The latest results of Inolex's innovation program will be seen with the launch of a range of natural silicone alternatives, the LexFeel N-Series, at the In-Cosmetics show in April, in Barcelona.

According to the company, the lightest fluid in the range, LexFeel N5, has a sensory profile similar to cyclomethicone D5.

The other versions, LexFeel N20, N50, N100, N200 and N350, are very similar to dimethicones. All of the products are 100 percent natural and manufactured by using several green chemistry principles.

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