In the fiercely competitive world of skin and personal care products, launching a successful new product is both an art and a science. Brands must be able to match evolving consumer expectations, tightening regulations, and increased demand for transparency and sustainability. Those who do it right, create products that truly stand out.
In this blog, our product manager Charlotte Gronan highlights five points to consider when planning your next product development.
1. Clean beauty claims
The challenge
Consumers want products with label claims stating ‘clean,’ ‘natural,’ and ‘free from.’ However, these terms often lack a clear definition and can endanger your brand. Not only is greenwashing a problem but the lack of standardisation can heighten formulation and marketing complexity.
The solution
Not all brands have the same story to tell. Define what ‘clean’ means for your brand and work with experienced formulators who can understand the subtle nuances in terminology. Our team can assist you in building transparency from the ground up – using naturally derived ingredients that don’t sacrifice function, while enabling great clean label credentials, without the greenwashing.
2. Global regulations
The challenge
The regulatory landscape for cosmetics and personal care products is constantly shifting. To stay relevant, brands must stay on top of all compliance and safety criteria – no matter how diverse the market is.
The solution
Did you know that approximately 1,600 ingredients are banned in EU cosmetics, compared to just a few dozen in the US? This makes it critical to formulate products with a global mindset from the get-go. One way is to work with a formulation partner that constantly tracks global regulations and is focused on building compliant ingredients and products from the start. Our team can provide technical documentation, safety assessments, and regulatory support across diverse international markets – reducing delays and costly reformulations.
3. Sustainability, shelf life & sensory appeal
The challenge
Eco-conscious consumers want sustainable packaging and biodegradable formulas – but they still expect silky textures, rich foams, and a long product shelf life. This is a tricky balancing act. But, with the latest advances in waterless formulations and solid, functional formats such as bars and syndets your brand can own this space!
The solution
Our team develops smart, biodegradable bases, offering a strong starting point for performance and sustainability. Solid format solutions, like our Melt & Pour soaps and syndet bars, can reduce water usage and eliminate plastic packaging without compromising feel or functionality, all while offering a great shelf life!
4. Speed to market vs. quality formulation
The challenge
Trends move fast, especially in personal care. Brands today face enormous pressure to launch quickly. But rushed formulations can lead to recalls, bad reviews, and brand damage. So how do you solve this dilemma?
The solution
With the right base and the right formulation advice, your product can go from concept to shelf in under 6 months – all without skipping any quality or regulation control. By starting with pre-validated, customisable bases you can reduce your new product development time without sacrificing performance. Stephenson offers ready-to-use formulations and base ingredients that are rigorously tested for safety, stability, and compatibility for total peace of mind.
5. Differentiating in a saturated market
The challenge
With thousands of SKUs hitting the shelves every year, getting your product to stand out on the shelf is harder than ever. So how do you avoid getting lost in the noise?
The solution
The first step is formulating with purpose. A brand must ensure that the product reflects what your target audience cares about. Our team can assist brands in formulating products with a consumer-first approach. We have access to the latest data and trend forecasting. In addition, our R&D team can give you the insights you need– whether you are developing a product that is microbiome-friendly or gender-neutral. Thoughtful yet effective formulations will always result in brand loyalty!
Partnering for success
Formulating a personal care product that checks all boxes – efficacy, compliance, sustainability, speed, and uniqueness is no small feat. But choosing the right partners, can enable you to transform challenges into your biggest competitive advantage.
Stephenson doesn’t just supply ingredients – we collaborate with formulation labs and brands - from idea to launch. So, whether you want to reformulate heritage products, or if you are an indie startup seeking to disrupt the market, our technical expertise, market knowledge, and innovative ingredients can help bring your next best seller to life!
