Unlocking Healthy Aging: BASF Unveils Holistic Longevity Ecosystem at in-cosmetics Global 2025

Unlocking Healthy Aging: BASF Unveils Holistic Longevity Ecosystem at in-cosmetics Global 2025

(IN BRIEF) At in-cosmetics Global 2025 in Amsterdam, BASF launches its Longevity Ecosystem, an innovative approach in personal care focused on planetary, emotional, and physical well-being. The initiative, part of BASF’s Beyond Beauty journey, introduces sustainable alternatives like Verdessence® Maize and Lamesoft® OP Plus, and highlights breakthrough technologies such as MindMotion, which captures consumers’ emotional responses to products. A new ingredient, Oximony™, aims to enhance skin radiance and firmness, demonstrating significant clinical benefits. Expert presentations by Marcel Schnyder and Dr. Bianca Seelig will further explore regulatory changes and sustainable formulation strategies.

(PRESS RELEASE) AMSTERDAM, 2-Apr-2025 — /EuropaWire/ — At in-cosmetics Global 2025 in Amsterdam, BASF is spotlighting its innovative Longevity Ecosystem—a holistic approach to personal care that addresses the rising consumer demand for healthy aging by enhancing planetary, emotional, and physical well-being. “Longevity isn’t just about living longer; it’s about living better through proactive care and well-aging,” said Dr. Boris Gaspar, Head of Market Development, Personal Care EMEA. “Our goal is to create tailored products that help consumers do well, feel well, and age well.” This initiative is a key milestone in BASF’s Beyond Beauty journey, unlocking new opportunities in a rapidly evolving market.

At booth 1C110, shared with BTC Europe, BASF will unveil several breakthroughs. In the “Do Well” segment, two new high-performance, sustainable products will be introduced. Verdessence® Maize is a fully biodegradable, renewable alternative to PVP and VP/VA polymers, ideal for crystal-clear pump sprays and airy mousses, while Lamesoft® OP Plus is a wax-based opacifier dispersion that offers high opacity and care benefits in rinse-off products, formulated for easy, cold processing.

In the “Feel Well” category, BASF’s MindMotion technology is set to transform product testing by capturing the emotional responses of consumers to personal care formulations. This novel approach goes beyond traditional physical assessments, providing insights into emotional engagement that can guide consumer-centric innovation.

For the “Age Well” segment, BASF introduces Oximony™ (INCI: Maltodextrin (and) Lysimachia Christinae Flower/Leaf/Stem Extract), an ingredient designed to boost skin radiance, resilience, and firmness. Clinical studies in China demonstrated significant improvements in skin fatigue, firmness, and radiance after just one to two months of application at a 0.25% concentration. Sourced sustainably from FairWild certified Lysimachia christinae, Oximony™ is fully traceable, aligning with BASF’s commitment to sustainability and ethical sourcing under its Responsibly Active program.

Additionally, BASF experts will present key insights during the event. Marcel Schnyder will discuss regulatory changes in suncare and formulation impacts on April 9, and Dr. Bianca Seelig will explore holistic formulation strategies to advance sustainability on April 10.

About the Care Chemicals division at BASF

The BASF division Care Chemicals offers a broad range of ingredients for personal care, home care, industrial & institutional cleaning, and technical applications. We are a leading global supplier for the cosmetics industry as well as the detergents and cleaners industry, and support our customers with innovative and sustainable products, solutions and concepts. The division’s high-performance product portfolio includes surfactants, emulsifiers, polymers, emollients, chelating agents, cosmetic active ingredients and UV filters. We have production and development sites in all regions and are expanding our presence in emerging markets. Further information is available online at www.care-chemicals.basf.com.

About BASF

At BASF, we create chemistry for a sustainable future. Our ambition: We want to be the preferred chemical company to enable our customers’ green transformation. We combine economic success with environmental protection and social responsibility. Around 112,000 employees in the BASF Group contribute to the success of our customers in nearly all sectors and almost every country in the world. Our portfolio comprises, as core businesses, the segments Chemicals, Materials, Industrial Solutions, and Nutrition & Care; our standalone businesses are bundled in the segments Surface Technologies and Agricultural Solutions. BASF generated sales of €65.3 billion in 2024. BASF shares are traded on the stock exchange in Frankfurt (BAS) and as American Depositary Receipts (BASFY) in the United States. Further information at www.basf.com.

Media Contact:

Annika Müller
Phone: +49 172 2356 012
annika.mueller@basf.com

SOURCE: BASF