DEVA INSIGHTS & INDUSTRY NEWS

I. Two Complaints, Two Extremes, the Same Formulation Challenge Consumer feedback on makeup removers often falls into two diametrically opposed complaint categories: Type A Complaint: "My face feels tight after cleansing, like the moisture has been sucked out; I need to apply moisturizer immediately." Type B Complaint: "It feels artificially slippery after use, like there's still a layer of something left on my face; it doesn't feel clean." The root causes of these two compla

I. "Just Add Some Citric Acid to Adjust to 6.5" — Where is This Statement Wrong? In the formulation sampling process of many small and medium-sized brands, "pH adjustment" is often the very last step: measure the pH, if it's too high add citric acid, if it's too low add sodium hydroxide, adjust to the target value, and confirm the sample. There is nothing inherently wrong with this process, but it only completes half the job of pH management—to be precise, it completes the in

I. "Stringiness" is a Texture Defect, Not an Efficacy Feature When pouring makeup remover onto a cotton pad, the liquid forms a thin string at the bottle opening that takes forever to break; or the dispensed makeup remover has an obviously thick texture that leaves a "clingy" feel when wiped on the face, and after use, the skin feels as if it's covered with a thin film. These experiences—stringiness, stickiness, and clingy feel—are typically attributed by consumers to "poor q

I. The "Hidden Costs" of Packaging Complaints A batch of 300ml makeup removers arrives at the client's warehouse, and upon unboxing, 10% of the products are found to have leaking pumps. Another batch of new products receives concentrated consumer complaints after one week of use: "It takes several presses to get any liquid out, and sometimes nothing comes out at all." On the surface, these appear to be packaging quality issues, but the root cause is often a mismatch between t

I. "Gentle Makeup Removal" is the Most Popular Claim, but Also the Most Prone to Compliance Pitfalls On makeup remover product pages, claims such as "gentle and non-irritating," "zero-irritation gentle formula," and "suitable for sensitive skin" are among the most frequently used. However, as regulatory scrutiny tightens in major global cosmetic markets, this phrase has evolved from a mere marketing rhetoric into a legal commitment that requires scientific substantiation. The

I. Makeup Removers Are Among the Highest Microbiological Risk Products in Cosmetics A face cream has an oil phase, a serum has high-concentration active ingredients, a sunscreen has an emulsion system—these factors can all restrict microbial growth to some extent. But what about makeup removers? The formulation base of makeup removers typically contains over 85% water, with low surfactant concentrations, extremely low or zero oil phase content, limited humectant usage, and a

I. "Eye Irritation" Complaints: Formulation Issue or Usage Issue? When receiving feedback from clients or end consumers that "the makeup remover stings the eyes," the first reaction is often to suspect that the application technique is too harsh, or that the consumer's eyes are inherently sensitive. However, in actual formulation practice, the root cause of eye irritation can mostly be traced back to the formulation itself—and it is rarely a single-ingredient issue, but rathe

I. Waterproof Mascara: One of the Most Challenging Makeup Categories to Remove Globally Waterproof mascara is the most technologically advanced and hardest-to-remove category in the eye makeup market for ordinary makeup removers. The global mascara market was valued at approximately $7.11 billion in 2026, with 55% of consumers explicitly preferring waterproof formulas. In terms of market size, the global waterproof makeup market reached $17.8 billion in 2025 and is projected

I. Behind a Single Efficacy Claim: How Much Methodological Support is Required? "Residue-free," "easy to rinse," "refreshing and non-sticky after use"—these phrases appear on almost every makeup remover product page. For consumers, it is a sensory promise; for brand owners, it is the core experience driving repurchases; for OEM/ODM factories and R&D teams, it is a technical proposition that requires methodological support. However, in actual communication between brands and s