“Dow is excited to be in this market space,” Kristen Agbato, North American marketing manager for Dow’s personal care business, tells Cosmetics Design editor Deanna Utroske in the above video interview from this year’s NYSCC Suppliers’ Day event in New York City.
“We’ve had much interest from customers about naturals and how we would respond to trends in hairstyling naturals,” says Agbato, adding that, “To be able to position MaizeCare in this space is very, very exciting.”
The new Dow MaizeCare Style Polymer is derived from corn, non-GMO, and meets ISO standard 16128 for being a natural ingredient.
“This product is a hair care fixative and it really is a film former. So when you're thinking of comparing it in the hair care fixative market, you’re really comparing it to synthetics as well as to other natural film-former technologies,” explains Agbato, who then proceeds to talk us though Dow’s new kit of hairstyling products developed using the MaizeCare Style Polymer. The products each have a distinct format, gel or cream for instance; and a unique styling benefit, ranging from stiff to natural hold.
Learn more by watching the full video interview above.
Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.