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Naturality in cosmetics – to meet the customer expectations

23 June 2025

Publication

In the cosmetics and personal care industry, naturality is a key driver of product differentiation and global competitiveness. Leading brands want to integrate biobased and natural ingredients not only to meet consumer demand but to future-proof their formulations against regulatory standards. Claims like “natural,” “clean,” and “eco-friendly” are no longer optional – they’re essential to meet market expectations. Regulatory pressure related to the EU Green Deal, EUDR or similar initiatives in different regions of the world requires companies to deliver.

While demand for naturality rises, product innovation managers, formulators, and ingredient buyers are facing difficulties sourcing these ingredients.  

AFYREN’s AFYBIO™ – a game-changer for natural solutions 

AFYBIO™ is a 100% natural* range of carboxylic acids produced through a GMO-free fermentation process using regional and sustainable biomass residues. This innovative process ensures full traceability, low carbon footprint, and biodiversity preservation – ideal for brands aiming to strengthen their sustainability commitment while maintaining high performance.

AFYBIO™ offers consistent quality and purity needed for a wide range of applications in cosmetics, skincare and haircare. Whether used as preservatives, pH regulators, or active carriers, these natural* acids combine functionality with a sustainability impact to promote. 

Your advantages with AFYBIO™

By choosing AFYBIO™, you’re not just selecting a high-quality natural ingredient – you’re choosing a partner committed to transparency and sustainability.  

The result? Products that deliver known and consistent performance that come with a transparent and trustworthy origin – helping your brand to tell a compelling story around sustainability and naturality.

This combination of efficacy and trustworthiness not only aligns with consumer expectations about naturality but also gives your products a clear advantage in today’s increasingly competitive cosmetics market. 

With AFYBIO^TM be part of a sustainable future.