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Inviting curly consumers to celebrate their natural curls 

Curly You


Around the world there is a global movement to embrace naturally curly hair. Evonik has carefully developed a three-step approach to help consumers feel their best with their hair.


Curls are the new mainstream in beauty. Globally, the demand for hair care solutions for curly hair has increased significantly. According to Google, curls are now the most frequent search category for hair, especially when it comes to finding the best products for curl styling and- for avoiding hair straightening. In Brazil, a research conducted by Mintel to understand the different hair types of Brazilians, nearly 70% of women declared to have natural wavy, curly or kinky hair. As for the US, the #1 hair care country worldwide, nearly eight out of ten Afro-American consumers have natural hair and prefer products made exclusively for their hair type.

Because curls can have different textures, from wavy to kinky curls, consumers demand tailor-made solutions that fit best with their specific hair needs. The same is true for scalp care, which is a relevant category for curly consumers, who normally complain about their sensitive and dry scalp. Curly consumers have unique hair care routines: they avoid washing their hair on a daily-basis and incorporate up to six different products to their hair care routine, especially those in-between washes to help prolong curl definition and volume. This routine can create an unbalanced scalp resulting in irritation and compromised scalp health. 

The challenge for curly care systems lies within the need to offer gentle yet high-performing surfactant systems, develop high conditioning solutions to help repair and protect fragile hair, whilst being able to design styling solutions that can easily be incorporated in consumers’ lifestyles. Our Curly You three step approach designed for curly consumers that are unveiling their natural curls, provides everyday solutions for beautiful and bouncy curls while offering a unique concept for the celebration of natural curls:  

1. Transition Phase: Supporting consumers who decide to stop with chemical straightening and return to their natural hair texture. To help consumers during this challenging period, Evonik brings a Purifying Cleansing Shampoo, for gentle deep cleansing, a Scalp Shield Hair Tonic, that soothes sensitive scalp with added barrier and scalp protection, as well as the High Oil Mild Cleansing Scrub for gentle scalp exfoliating and delicate cleansing, with surprising foam.

2. Everyday Routine: Based on curly consumers’ unique demands we developed three formulations to transform the daily hair care routine: No-Rinse Everyday Refresher is a convenient wipe for hair and scalp refreshing, enabling easy and high-performing cleansing, Damage Repair Antidote supports hair rebuilding and strengthening from within; this premium conditioner replenishes fragile hair after the abuse from chemical processes, while Gently Cleanse Sulfate-free Shampoo is the perfect solution for the gentle, yet high-performing cleansing of curls, to minimize further damage.

3. Solutions for Bouncing Curls: Styling is an important category, and being attuned to that, Evonik offers four innovative styling formulations which include: Hair Definition Primer, for long-lasting defined and moisturized curls; Curls in Place Hair Stick, formulated with natural-based emollients for soft, smooth and disciplined curls; Conditioning Miracle Hair Ampoule, a leave-in conditioner that transforms from very fluid to a rich white emulsion upon the addition of water for a playful experience; and Anti-Frizz Oil in Balm, a rheology transforming experience for unplugged curls regardless of the weather!

All in all, the Curly You concept provides inspiring and suggestive formulations for different curl types. It includes mild and sulfate-free surfactant systems, repair and protective conditioning solutions for both hair and scalp, and creative and on-the-go styling formulations with wide formats, to enable curly consumers to wear their hair naturally. That’s what we call: The Soul & Science of Beauty.


Formulations

79 formulations found for search term "Concepts".

  • Deep revitalizing under-eye mask - SAC-6070-99

    Revitalize your stressed skin by improving skin moisture and under eye dark appearance​

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  • Anti-hair-loss scalp care micellar tonic (alcohol free) - 2018-CN-RO-BR-071-0009

    Mild scalp care toner with anti-hair-loss efficacy.

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  • Anti-Oxidant Shield Foundation - SF 09/17-18

    Beauty-Tech - Make-up foundation with the presence of a natural anti-oxidant and powerhouse amino acid to help you fight back free-radicals, while energizing your skin.

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  • Beach Time Lotion SPF 30 - SZ 12/18-7

    To enjoy your time at the beach protect your darling with this fast absorbing lotion

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  • Blue Light Defense Eye Cream Gel - JS 6/17-7

    Digital Beauty - Eye cream gel with elegant and soft skin feel, protecting your under-eyes skin against the damage caused by blue light emitted by digital devices.

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  • Cleansing powder-to-Foam - AM 45/6

    Sulfate- and PEG-free. Fine white powder, transforms into a gentle lather by addition of water: flash foams with wetted palms and gentle rubbing only.

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  • Cloud kiss foam conditioner - WP 615/1

    Dense foam texture, good conditioning effect

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  • Daily Sun-Guard Stick - SAC-6068-139

    On-the-go convenience when out in the sun, with this stick format that provides an elegant, smooth application feel aided by a caring blend of emollients along with functional benefits of UV protection and water resistance. Uses two distinct oil-thickening technologies to achieve a convenient on-the-go stick format that glides easily on the skin during application to provide UV protection along with skin benefits from various oils and emollients.

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  • Damage restoring micellar jelly conditioner - 2018-CN-RO-BR-075-0008

    New Texture: clear micellar conditioner. Good conditioning effect.

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  • Deep Hydrating Facial Lotion - SAC-6068-153

    Moisturizing into the deep layer of skin

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  • Deep perfecting spot serum - SAC-6070-123

    Refine and vitalize discolored spots on your skin

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  • Deep Rejuvenating Facial Cream - SAC-6070-87

    Ageless beauty through antioxidative boosting

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  • Deep Restoring Overnight Serum - SAC-6070-86

    Renew aged skin efficiently through engineered retinol

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  • Easy smoothing hair stick - BR077-0004

    Hair stick highly suitable for ponytail and braid hair styles

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  • Essential Elegance Face Care - MK 9/17-13

    ISOLAN® 17 MB allows for the first time formulation of stable and versatile natural quick-break emulsions. Classically such systems always require silicone-based W/O emulsifiers. Simple composition with surprising transitional texture.

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  • Face & Body Cleansing Stick - AM 81/3

    PEG-free. Easy application directly on wet skin.

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  • Facial cleansing cream, very mild - UL 5761/40

    Including 50% Sunflower Oil. A rich cream which provides a creamy foam. Innovative texture for an impressive sensorial effect. Removes make-up (even water-proof). Application on wet skin.

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  • Foam Conditioner - WP 615/3

    Fully based on readily biodegradable Esterquats. Dense foam texture, good conditioning effect. Easy to rinse-off.

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  • Foaming Intensive Care Body Wash Cream, PEG- and sulfate-free - UL 5761/31

    Including 50% Sunflower Oil. A rich cream which foams like a standard body wash. Innovative texture for a body wash with an impressive sensorial effect.

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  • Foaming Intensive Care Body Wash Cream, sulfate-free - UL 5761/21

    Including 50% Sunflower Oil. A rich cream which foams like a standard body wash. Innovative texture for a body wash with an impressive sensorial effect.

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  • Foaming Intensive Care Body Wash Cream, sulfate-free - UL 5761/13

    Including 20% Sunflower Oil. A rich cream which foams like a standard body wash. Innovative texture for a body wash with an impressive sensorial effect.

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  • Foaming Intensive Care Body Wash Peeling Cream, sulfate-free - UL 5761/21 S

    Including 50% Sunflower Oil. A rich cream which foams like a standard body wash. Innovative texture for a body wash with an impressive sensorial effect.

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  • Foaming Intensive Care Body Wash, moisturizing - UL 5761/58

    Including 15% Sunflower Oil. Cold processing. Cream-like appearance, foams like a standard body wash with an impressive sensorial effect. Proven moisturizing properties.

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  • Gentle Humectant Facial Cleansing Gel - UL 5817/3

    Very mild cleanser containing LACTIL as NMF mimic

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  • Gentle micellar cleansing gel, PEG-free - AM 19/4.7

    Cleanses Skin gently yet thoroughly. Reduced risk of penetration into eyes due to gel form. Includes moisturizing active.

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  • Gently foaming body wash, PEG- and Sulfate-free - NN 167/5.7

    Pleasantly foaming, for a clean and moisturized skin and hair.

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  • Goodnight Sleep Mask - ESG 1020/QZ-01

    A night mask that improves skin radiance and increases skin moisture retention.

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  • Hair and Body Wash Concentrate - AK 321/10/1

    Surfactant active matter:~ 30 % (triple concentrate). Containing Ecocert approved ingredients. PEG-free.

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  • Hair refreshing micellar mist - 2018-CN-RO-BR-053-0005

    Micellar liquid removing unpleasant odor.

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  • Hair restore cleansing balm - 2018-CN-RO-BR-021-0011

    Balm texture. Less harsh to hair fibers and scalp.

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  • Inorganic sunscreen lotion SPF 20, waterproof - ST 13/18-37

    In vivo SPF and water resistance tested formulation. Based on TEGO® Care PBS 6 MB, a fully natural-based, versatile O/W emulsifier for challenging low viscous systems. Finely dispersed Zinc Oxide and Titianium Dioxide due to TEGO® SP 13 Sun Up and ABIL® Wax 9840. With dermofeel® sensolv MB and TEGOSOFT® DEC for a light skin feel.

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  • Insta-Selfie Loose Powder - SAC-6056-198

    Digital Beauty - This loose-powder offers matte-effect and is the perfect on-the-go solution to keep your skin flawless and beautiful for selfies.

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  • Kids toothpaste - 1670-9

    Mild transparent-opaque toothpaste including RHEANCE One, a Glycolipid for the development of mild but well foaming formulations, important features of toothpastes. To support the mildness approach, the formula is Sulfate-, and CAPB-free.

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  • Less is more Oil Release Foam - FU 01/18-8

    O/W Body Foam

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  • Micellar cleansing wipe liquid, refreshing and gentle - NN 162/5

    Removes make-up efficiently. Leaves skin feeling clean and refreshed. PEG-free.

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  • Micellar Gel for Facial Cleansing, PEG-free - UL 5803/9.1.1

    Clear gel with air bubbles. Removes make-up. Includes moisturizing active.

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  • Micellar oil for facial cleansing, PEG- and Mineral Oil-free - UL 5815/2/7

    Crystal clear, colourless liquid. Removes make-up efficiently.

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  • Micellar oil for facial cleansing, PEG-free - UL 5815/22

    crystal clear, colourless liquid. Removes make-up efficiently.

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  • Micellar Water for Facial Cleansing - UL 5803/9.1

    Removes very efficiently long lasting Make-up, Mascara (both, water-soluble and water-proof), Eyeliner. Includes moisturizing active. PEG-free.

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  • Mild and foamy cleansing cream - AM 46/8

    Optimized for facial cleansing / make-up removal. Including 50% Sunflower Oil. Creamy texture with pleasant foaming properties. Gently hydrating to leave skin feel smooth and soft, providing an intensive refatting effect. Structured surfactant system. Sulfate- and PEG-free.

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  • Mild Baby Shampoo, slightly conditioning, sulfate-free - UW 41/9/2

    Clear and mild formulation with slight conditoning and antistatic properties.

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  • Mild conditioning shampoo, sulfate-free - UW 231/8 a

    This mild conditioning shampoo ("low poo") combines mild cleansing with efficient conditioning properties for both hair and skin. It provides a dense and creamy foam.

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  • Mild Hair & Body Shampoo - AK 224/1

    Containing Ecocert approved ingredients. PEG-, Sulfate- and Betaine-free. Clear.

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  • Mild Hair & Body Shampoo PEG- and sulfate-free - UW 41/8

    Clear and mild PEG- and sulfate-free shampoo with slight conditoning and refatting properties.

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  • Moist Up Sleeping Mask - ESG 1021/QZ-01

    A deep mositurizing sleep mask for all skin types. Delivers a silky and hydrating skin feel. Pamper yourself to an overnight treatment.

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  • Moisturizing Foaming Intensive Care Body Wash Cream, sulfate-free - UL 5761/38.1

    Including 50% Sunflower Oil. A rich cream which foams like a standard body wash. Innovative texture for a body wash with an impressive sensorial effect.

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  • Mouthwash, PEG-, Sulfate-, Betaine- and Alcohol-free - AM 31/9.6

    Mild and clear mouthwash including RHEANCE One, a Glycolipid for the development of mild formulations, an important feature of mouthwash. To support this mildness approach the formula is PEG-, Sulfate-, CAPB- and alcohol-free.

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  • Mouthwash, PEG-, Sulfate-, Betaine-free - AM 31/17

    Mild and clear mouthwash including RHEANCE One, a Glycolipid for the development of mild formulations, an important feature of mouthwash. To support this mildness approach the formula is PEG-, Sulfate-, and CAPB-free.

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  • Natural Aerosol Whipped Cream - FU 05/16-51

    O/W Bodyfoam

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  • Natural O/W Body Butter - H 16/17-38

    This rich and creamy body butter provides intensive pampering with natural based ingredients. The robust emulsifier TEGO® Care 450 stabilizes a broad range of O/W formulations, e.g. with a high oil phase for extra richness.

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  • Natural oil foaming cream conditioner - UL 5761/67

    Creamy texture with pleasant foaming properties. 2 in 1 intensive conditioning and refatting effect plus cleansing.

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  • Natural Oil Release Cream - FU 21/17-4
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  • Natural Sun Cream - AL 14/17-23

    Enjoy the sun with no compromise with a cream that delivers high ISO 16128 naturality along with UV sun care protection. A daily sun cream able to reach consumers’ aspirations for natural, through objective measures of ISO 16128 naturality that are enabled by use of natural emulsifiers and emollients.

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  • Natural Sun Protection Stick - L014-119.30-0119

    Natural Sun Protection Stick with convenient natural non-drip, mess-free application and ease of use for reapplication on the go

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  • Oil cleansing balm for make-up removal - EK-60678-106

    Moisturizing and mild cleansing properties. Efficiently removes make-up.

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  • Oil infused micellar water - AM 29/2.9

    Two clear, colorless layers. Ratio upper / lower layer: approx. 20 : 80. Removes even water-proof make-up efficiently. No oily residues.

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  • On the go sunscreen stick SPF 50 - ST 07/18-48

    Particularly quick absorption and low oiliness due to combination of TEGO® Feel C 10 and TEGO® SP 13 Sun Up. TEGO® SP 13 Sun Up gives matte appearance in stick formulations. Low whitening.

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  • On the go UV protection stick SPF 50 - ST 07/18-34
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  • Opalescence Body Bronzing Powder - SAC-6068-206

    Start your evening early with a glamorous spray of this visually rich and sensorially matifying bronzing powder that provides UV protection while supporting your microbiome. An elegant powder powered both by specially-designed natural cellulose and other functional ingredients that ensure a light sensory feel and by an effective pre-biotic that promotes a balanced skin microbiome.

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  • Perfect day hair fresh micellar wipe liquid - 2018-CN-RO-BR-001-0008

    PEG-free. Anti-Pollution - deep cleansing on PM 2.5 and sebum of hair fibers

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  • Pure and fresh clear conditoner - 2018-CN-RO-BR-013-0067

    New texture: clear micellar conditioner, good conditioning effect

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  • Pure micellar water, PEG-free - AM 13/16

    Simply pure and effective. Cleanses Skin gently yet thoroughly.

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  • Purifying micellar shampoo - 2018-CN-RO-BR-019-0006-3

    high cleansing efficacy with low level of surfactants; anti-Pollution/deep cleansing of PM 2.5 and sebum.

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  • Sensitive toothpaste - 1670-6

    Mild white toothpaste including RHEANCE One, a Glycolipid for the development of mild but well foaming formulations, important features of toothpastes. To support the mildness approach, the formula is PEG-, Sulfate-, and CAPB-free.

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  • Skin Refreshing Lemon Sorbet - FU 01/18-3

    New type of quick breaking formula recommended for skin care products which focus on instantaneous “Hydration” property: With an instant water breaking effect. With a watery feel is very obvious & nice. Multi skin feel. Can also be used as toner which is easy to apply but still with good watery texture during application.

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  • Smudge-free Cationic Hand Cream - SAC-6056-38

    Digital Beauty - This hand moisturizer combines the cationic technology, very light emollients and natural cellulose fibers to improve absorption and to reduce oil transfer.

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  • Solid conditioner - AM 80/6

    PEG-free. Highly efficient due to high concentrated formula, resulting in lower consumption per application. Travel-friendly due to leak-free format, small size and lightweight

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  • Spray It SPF 50+ - FU 03/19-1

    Protect yourself from UV radiation by applying this low-viscous high SPF sun care spray

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  • Sprayable hair detangler - WP 644/7

    Leave-in conditioning spray, based on liquid esterquat technology. PEG-free.

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  • Toothpaste, translucent - 1611-7

    Mild translucent toothpaste including RHEANCE One, a Glycolipid for the development of mild but well foaming formulations, important features of toothpastes. To support the mildness approach, the formula is Sulfate-, and CAPB-free.

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  • Toothpaste, white - 1611-6

    Mild white toothpaste including RHEANCE One, a Glycolipid for the development of mild but well foaming formulations, important features of toothpastes. To support the mildness approach, the formula is PEG-, Sulfate-, and CAPB-free.

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  • Transparent UV protection water spray SPF 30 - ST 16/18-46
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  • Ultimate Clean Hand & Device - DCA-6061-30

    Digital Beauty - Convenient solution for the hygiene of your devices, with the added benefit of defogging glass surfaces.

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  • Ultimate Revitalizing Sunscreen - SAC-6068-138

    Bathe your skin under the sun with this milk format which provides a caring feel along with a combination of inorganic-based UV protection and botanical-based antioxidant benefits. Uses a natural emulsifier and natural-based emollients along with thermo-sensitive polymers to achieve a caring milk system for everyday sun protection from both harmful UV rays and their oxidative radicals.

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  • Ultra Defense Sunscreen Spray SPF 50 - FU 15/17-8

    ISOLAN® 17 MB is able to stabilize low-viscous emulsions even in combination with demanding ingredients such as high amounts of UV filters. TEGOSOFT® DEC provides low oiliness, good UV filter solubility and a pleasant light skin feel.

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  • Ultra-Sun Body Butter - SAC-6068-205

    Reach for the beach towel with this elegant body butter the provides excellent feel along with functional benefits of SPF 50 and water resistance. Utilizes advanced polymer technology and natural-based emulsifiers and emollients to achieve a stable, high SPF performing body butter that presents excellent sensory properties.

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  • Under eye Peel-off Mask - SAC-6068-127

    Under Eye mask offers consumer the promise of reducing the appearance of tiredness and dark circles, while creating a younger you.

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  • Unplugged Hair Leave-in - MKM-6057-119

    Digital Beauty - Leave-in for perfect and “in-place” hair, wherever you are. It tames frizz and fly-aways and leaves hair soft and glossy for perfect selfies!

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  • Wobbly shower jelly, sulfate- and PEG-free - ZD 789/1

    The mild shower jelly has a texture between solid and liquid. By addition of water it transforms into foam, but with funny wobble effects.

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