Although Hydresia is not a new ingredient on the market, the move is unusual in that it still remains rare to see a branded ingredient or formulation promoted to the end consumer.
The initiative underlines the fact that consumers are growing increasingly aware of product formulations and the technology behind them, something that is underlined by an increasing desire to be informed about what goes into the personal care and cosmetic products that they are purchasing.
Hydresia logo goes on the label!
The move will see New York-based Kiss My Face combining the ingredient in all of the formulations for its sunscreen collection and clearly listing the Hydresia brand logo on the product label.
Hydresia is described as an ‘ultra moisturization’ ingredient by Canada-based Botaneco and has proved to be a popular inclusion in a range of skin care products, namely in the moisturization and anti-aging categories.
As a result of this popularity, Botaneco says that the Hydresia ingredient is now used in over 200 finished products. However, the co-branding initiative is also said to be the first time the brand's logo has ever been listed on a product label.
Sustainable all-natural moisturizer
“Having Kiss My Face, a pioneer in the natural products industry, place the Hydresia logo on a new line of sunscreen products is an honor and further validates the confidence marketers are having with this revolutionary plant based material,” said Tony Abboud, director of sales and marketing at Botaneco.
Kiss My Face has re-formulated its current SPF18, SPF30, Face Factor SPF30 and Face Factor SPF50, and the company says that it has included Hydresia in the new products as a sustainable, all-natural moisturizer.
Likewise, the collaboration between the two companies has also led to the development of a completely new offering, an SPF40 mineral sunscreen with Hydresia that is said to blend into the skin clear, without the whitening typically seen in many natural sunscreens.