Green Biologics expands into cosmetic ingredients with new branding
“We’re focused on identifying and securing opportunities in markets that can leverage the value of our sustainable products,” explains Timothy Staub, global vice president of business development for Green Biologics, in a press release issued earlier this month.
Cosmetics is apparently one of several such markets: “through current and anticipated collaborations, the company is actively pursuing opportunities in cosmetics, food ingredients, plasticizers, monomers and specialty solvents,” according to the release.
Name game
BioPure is the brand name that Green Biologics will use to sell its ingredients going forward. The company believes it is “a descriptive brand name that encapsulates both the purity and sustainability of its biobased chemistry.”
As an alternative brand and one that will allow co-branding with Green Biologic’s business partners, the company has trademarked GreenInside.
“We believe branding is an essential part of value creation,” David Anderson, global vice president of marketing for Green Biologics, tells the press. “Differentiating our high purity biobased products from commodity petroleum-based alternatives underscores our strategy to drive value in customer applications and downstream products,” he says.
Numbers game
As of right now the company is focused on selling n-butanol and acetone. But as Anderson explains, “we’re a new-products-focused company and we aim to develop and introduce a number of exciting new products for both consumers and industrial customers in the coming weeks and months under our own brands and with our value partners.”
The company has plans to add “high purity 100 percent bio-based isopropyl alcohol and a range of specialty esters of n-butanol, isopropanol and other bio-based alcohols,” to its ingredient portfolio.
