Croda International Plc, which creates, manufactures and sells specialty chemicals, has announced the launch of its new sustainability identity for cosmetics, "Purposeful Beauty". Created to focus Croda's beauty sustainability efforts and projects on a distinct message, the identity will also serve to reinforce its leading position as a provider of sustainable solutions.

By using social listening tools and other market research to understand the
the needs of consumers when discussing sustainability and cosmetics, Croda has developed its new Purposeful Beauty identity to align itself with the values of consumers.
consumers. The identity was created with the intention of resonating with beauty brands and consumers, while meeting Croda's corporate objective of Intelligent Science to Improve Lives. The aim is to ensure that Croda Beauty Care's specific objectives coincide with the needs of sustainability-oriented customers and consumers.
As part of Purposeful Beauty, Croda will be publishing various communications over the coming weeks to highlight its sustainability efforts in the cosmetics sector. Customers can expect to learn more about how Croda Beauty Care's sustainability goals affect their own practices, gain knowledge on various sustainability topics, and hear about Croda as a leader in sustainable beauty.
Cara Eaton, Marketing Director of Croda Personal Care, said: "Ne're delighted to announce our new sustainability identity, "Purposeful Beauty", and know that it will provide us with great opportunities to strengthen our leadership position in this field. This identity will facilitate the creation of unique sustainability campaigns to meet the evolving sustainable innovation needs of our customers worldwide.
With Purposeful Beauty, we're responding to the growing demand for new sustainable technologies in cosmetics, while reducing our impact on the environment around us. "
To celebrate the launch of Purposeful Beauty, Croda has pledged to donate over 3,000 trees through One Tree Planted during April and May to
Earth Day, a day dedicated to environmental protection.
According to earth.org, our planet is losing " around 10 million hectares of forest every year" (1).
Croda is continuing its efforts to achieve its goal of saving more land than it uses, while increasing the efficiency of agricultural land use and protecting biodiversity.

Croda recently announced, as part of its 2021 Sustainability Report, that it has saved 33,734 hectares of land per year more than its 2019 baseline year. The company says it is on track to meet its 2030 target of saving at least 200,000 hectares of land per year more than in 2019. The trees that are planted on behalf of the Purposeful Beauty initiative will help to reforest land damaged by forest fires, support biodiversity habitat and create a positive impact for generations to come.
With the "Be Actively Committed" sustainability identity for Sederma, Crodarom and Alban Muller, Croda maintains its industry-leading position as a supplier of sustainable ingredients. The creation of the "Purposeful Beauty" identity allows them to further demonstrate the commendable work they have done through their Beauty Care business in developing sustainable ingredients found in hair care, sun care, skin care and color cosmetics formulas worldwide, while showing how their leadership will shape the brands of tomorrow.
Croda strives to bring about positive change at every stage of its actions. Whether it's ensuring an ethical and transparent supply chain for sourcing materials, reducing carbon emissions and energy use in the manufacture of its ingredients, or producing innovative formulations that offer essential sun protection, Croda is committed to creating a more sustainable cosmetics industry.

Plant Advanced Technologies (PAT) announces the launch by Clariant of Rootness Awake, the latest active co-developed under the partnership between the two companies. The new active ingredient joins Prenylium and Rootness Energize, launched in 2020, in Clariant's Premium range.

Rootness Awake is extracted from the roots ofIpomoea batatas more commonly known as sweet potato. The tubers of this South American perennial of the Convolvulaceae family are well known in the food world.

PAT Plantes à milire, a patented, eco-responsible technology, offers unique access to the root compartment. It makes it possible to produce normally inaccessible molecules of interest from the fine roots of plants grown aeroponically in greenhouses, without destroying them. The increase in yield is considerable compared with traditional open-ground production, thanks to ..:

• stimulating plants to produce these defense molecules (between 50 and 1,000 times more)
• several harvests during the season (between 3 and 6 times more)
• access to all the most active fine roots, which are impossible to harvest in a traditional environment (around 10 to 20 times more).

The key compound in Rootness Awake is a molecule called DCQ*.

This very difficult-to-source active ingredient is already known for its remarkable antioxidant and anti-inflammatory properties.

Clariant reveals it for new anti-aging eye contour cosmetic applications:

• Reduces inflammation, puffiness and dark circles
• Reinforces skin firmness, integrity and thickness
• Lightening of skin pigmentation.

As announced by Clariant, the extract's activity has been demonstrated in vitro, ex vivo and clinical trials. In tests lasting more than 28 days on women aged 18 to 35 with accentuated signs of fatigue, Rootness Awake showed a strong attenuation and smoothing of dark circles, a reduction in puffiness and a strengthening of the precision of the eye contour as early as day 7.

The result is clearer, more alert eyes.

Rootness Awake received a particularly warm welcome when it was launched by Clariant at the Supplier's Day cosmetics trade show in New York, USA, on May 3-4.

The product has been marketed through Clariant's international network since May 2022.