BioAktive Specialty Products (BioAktive) gathered a great deal of interest in it's reshuffled core portfolio at this year's in-cosmetics Asia.
The annual Bangkok event, organized by Reed Exhibitions, is an important exhibition, primarily for the Asian markets as well as Australia, India and Central Asia and is an opportunity for suppliers and distributors to showcase their offerings to the market.
With a focus on a newer core portfolio for the company, feedback has been good. This portfolio now focused less on BioAktive's traditional lipid based emollients and now more on nature inspired functional ingredients and adding value.
"The show this year was fantastic for us." said Robin Willmann of BioAktive. "We had a lot of meetings already set up with customers and distributors and had a lot of organic visitors. The show certainly surpassed our expectations."
Natralite, BioAktive's plant based alternative to Silicone, and HydraMaxx, a cold process emulsion concentrate were the most popular at the show with good interest in other products as well.
Led by the plant based Natralite Silicone alternative, end users and distributors were extremely pleased with the products stability and unique skin feel.
Customers, including several large cosmetic brands found the products quite appealing as a plant based alternative to silicone in their formulations, but also, in general as an emollient without a greasy skin feel.
Distributors were also interested in presenting natural options to their customers and in having a product that addresses the challenge of using emollients in the hot and humid climates of Asia.
"We need to bring more samples next year" joked Robin Willmann of BioAktive. "We ran out samples again, though we brought twice as much as last year. Our biggest challenge with Natralite is keeping up with the demand."
With its unique dry touch, short playtime on the skin and long lasting luxurious skin feel, the Natralite range now has two products and will soon have a third that is presently in stability testing and due to be launched in the first quarter of 2020.
According to Hirotaka Sato of AR Brown, BioAktive's distributor in Japan, there is a lot of interest in Japan for Natralite. "Several customers in Japan and one of the major Japanese cosmetic manufacturers really like Natralite.
"The one is moving into application testing with Natralite One and Natralite Camellia," says Sato. "With the negative image of D5, Natralite has been a great alternative for them."
Following closely on Natralite's heels was HydraMaxx with greater than expected interest from the market. HydraMaxx is a plant based cold process emulsion concentrate.
"HydraMaxx is very good." says Frank Wang of BioAktive China. "This product is very cool. It is natural derived and adds a lot of value, sometimes in ways we never thought.
We planned to make this product to be very convenient, but actually now we have customers who like the product for many reasons, like reduced inventory of emulsifiers and stabilizers, reducing energy costs during production and promoting sustainable manufacturing. We even have companies that want to use HydraMaxx because energy supply is not so reliable and this solves their problem."
HydraMaxx was also recently featured on CosmeticsBusiness.com in an article about the benefits of emulsion concentrates. That article can be found here.
Also with strong interest this year was DermaMaxx, a lamellar emulsion concentrate. While the product is was designed to be targeted at soft care and cosmeceutical, customer feedback was primarily based on the incredible skin feel the product has as it is rubbed into the skin and builds its lamellar structure.
"HydraMaxx, DermaMaxx and Natralite are great products for our market," says Grace Chan or Excel Specialty Chemicals, who represents BioAktive in Malaysia.
"These three products really stand out in the market as unique. Hydramaxx is really unique and provides so much value and Natralite has such a great sensory skin feel."
Finally, there was a lot of interest BioAxta Astaxanthin, a micro-algae derived antioxidant. This was appealing to many companies looking for alternative antioxidants to CoQ10, Vitamin E and others.