Three innovative waterless formulation prototypes IMCD showcased at Supplier's Day

By Ravyn Cullor contact

- Last updated on GMT

IMCD has focused on bringing new types of waterless prototypes to NYSCC for the last few shows, and wanted to expanding into new categories this year. © Getty Images - Image Source
IMCD has focused on bringing new types of waterless prototypes to NYSCC for the last few shows, and wanted to expanding into new categories this year. © Getty Images - Image Source

Related tags: Color cosmetics, Makeup, men's beauty, waterless, Skin care, IMCD, NYSCC

At any tradeshow suppliers and brands bring their newest releases, but IMCD brings innovative product formats to showcase their abilities and inspire brands.

Distributor IMCD presented a range of innovative waterless formulation options crossing personal care categories at the 2022 NYSCC Supplier’s Day show. Tua Rubiano, application scientist at IMCD, walked CosmeticsDesign through the prototypes.

“Last year we were focused on skincare, so we needed something totally different this year,”​ Rubiano said. “We went to women, but not skincare, so a great concept would be makeup. We also don’t do a lot of products for men, so we wanted to create something convenient for them.”

Below are three of the product prototypes IMCD showcased.

Dissolvable Makeup 

In the color cosmetics category, IMCD brought an entire face of makeup in a waterless film format. The kit included a highlighter, foundation, concealer and eye shadow which come as paper-thin punchouts of a waterless formulation.

Rubiano said a small amount of liquid like water can be used to dissolve one of the punchouts, which then dry quickly once applied. The formulations can include actives, like antioxidants and collagen protectors in the concealer.

“We wanted to have something like a Listerine strip, but for cosmetic applications,”​ Rubiano said. “We started with cleansing, and then we wanted to move into other applications like makeup.”

Men’s Facial Care

For the men's category, the distributor had a set of solid prototypes for general facial skincare, including shaving, aftershave and moisturizing.

The shaving cube is soft and can be applied to a wet face to create a foamy shaving cream texture. Next, an aftershave cube can be rubbed in the beard and followed by an overall face moisturizer.

The goal with the set was to create something easy and convenient with solid efficacy in a men’s product, Rubiano said.

Dry format skincare items

The distributor brought three dry-format skincare items. 

Along with the makeup films, IMCD showed a cleanser strip that just needs a liquid to active. There was also a firming mask-to-foaming cleanser prototype.

Rubiano also showcased an anhydrous serum stick which, despite having a dry touch, she said is highly moisturizing.

“It's really all about convenience, portable, waterless,”​ Rubiano said.

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