Croda embeds its purpose ‘Smart science to improve lives’ with the launch of ChromaPur CV2 & CV7

Published: 17-Oct-2022

Croda International Plc, which uses smart science to create, make and sell speciality chemicals that improve lives, is delighted to unveil its latest innovation, ChromaPur CV2 and CV7. These new spheroidal cellulose powders offer a sustainable and functional replacement to plastic micro-beads in skin care and colour cosmetic applications

Plastic pollution, including the microplastics, is a worldwide rising concern. Small and not necessarily visible to the eye, microplastics represent a potential threat to the environment, marine life and human health1. With a greater awareness of the environmental damage they can generate and the introduction of restrictions in many countries2, the cosmetic industry is now moving towards natural alternatives, delivering the same or superior performance.

Croda, in partnership with Anomera, an innovative Canadian company based in Quebec, is pioneering this positive change by introducing ChromaPur CV2 & CV7 to the beauty industry. Obtained from a patented technology with sustainable and transparent practices across the entire production cycle, the two cellulose powders offer exceptional sensory and optical benefits, including a soft-focus effect in skin care, and a better pay-off, coverage and colour intensity in colour cosmetics.

Derived from upcycled black spruce, 100% natural, readily biodegradable, vegan and COSMOS approved, ChromaPur CV2 & CV7 demonstrate performance similar or better than plastic microbeads, providing a sustainable and functional alternative and help to tackle plastic pollution concerns.

Aude Lemoine-Dessaint, Marketing Manager in Beauty Care commented: “We can see a rising number of conscious consumers pushing the beauty industry for more sustainable solutions. Being one of them, I’m very proud to offer the possibility of personal care product with such a positive impact on the environment”.

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Literature references:

1. King, A., 9 in 10 beauty products from leading brands contain microplastics, Cosmetics Business, 07 April 2022.

2. Metzler, D., Simbeck, S., Microplastics: Global buzz and concern spur increased regulation, Haley Aldrich, 28 April 2022.

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