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Press Release
BASF highlights simplified and personalized beauty with its North American spring 2020 launches

BASF has launched new personal care ingredients and concepts under the theme “YOUR BEAUTY: Simplified, Inclusive, Personalized.”

These include a textured hair concept, a new scalp microbiome ingredient and a concept of formulations comprised of multifunctional ingredients to simplify beauty routines.

“Skincare and hair care have shifted towards targeting the individual as well as specific beauty needs. One size does not fit all,” said Farheen Qadir, Business Director, BASF Personal Care Solutions, North America. “Another growing trend we are seeing is simplified skin care routines and the rise of multifunctional products that save time and keep ingredient lists shorter. Our new products meet these exact needs.”

Read full release here.

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