DEVA INSIGHTS & INDUSTRY NEWS

I. You Think It's Heavy Makeup, But It's Actually the Wrong Surfactant Choice Using cotton pads to remove eye makeup, eyes sting, turn red, and tear up upon contact—many people think it's because their technique is too harsh or the periorbital skin is inherently sensitive. Little do they know, the problem might have been planted the moment the first drop of makeup remover is poured out. The core functional ingredient of makeup remover is the surfactant. It determines whether

I. A Special Population Repeatedly Misjudged by Ordinary Formulation Logic In the skincare market, "sensitive skin" is an overused label. Many brands' so-called "sensitive skin specific" makeup removers merely remove alcohol and fragrance—for the majority of consumers experiencing occasional dryness or mild redness, this is sufficient. However, the truly highly sensitive skin population never falls within this broad "sensitive skin" definition—what they require is a formulati

I. "Eye-Area Safe" is One of the Most Easily Misunderstood Claims On makeup remover packaging, claims such as "Suitable for Eye Area," "Gentle enough for eyes," and "Ophthalmologist-Tested" are becoming increasingly common. However, behind these claims lies a compliance question that brand owners rarely proactively ask: Does the formula contain ingredients that EU regulations explicitly require to be labeled with "Avoid contact with eyes"? If so, can the product still claim "

I. A Often Overlooked Product Experience Ruiner A makeup remover with an outstanding formulation might already lose the consumer the moment they open the packaging—because the pump is stuck, the flip-top cap leaks, or the screw cap won't tighten properly. Packaging structure decisions are often relegated to the "we'll figure it out after the formula is finalized" stage in many brands' product development processes. But for consumers, packaging is the first touchpoint of the p

I. Why Do Eye and Lip Makeup Removers Need a Dedicated Product? Open a bottle of dedicated eye and lip makeup remover, give it a gentle shake, and watch the blue upper layer and the clear lower layer merge back together. This shaking motion is not just a visual ritual designed by the brand; it is a necessary usage step backed by rigorous formulation science. Eye and lip makeup is the most challenging part of the face to remove. The formulation structure of waterproof mascara

I. The Core Contradiction of "Gentle Cleansing": The Eternal Game Between Cleansing Power and Irritation In makeup remover formulations, the selection of surfactants is the most fundamental variable determining the final product performance—it simultaneously dictates cleansing efficiency (whether it can remove makeup) and skin friendliness (whether the skin barrier remains intact after makeup removal), two formulation goals that often point in opposite directions. SLS (Sodium

"Ginger prevents hair loss, caffeine promotes hair growth, strengthens hair roots, washes out thick and lustrous hair"—this phrase has become one of the most inciting and ubiquitous marketing myths in the hair care industry in recent years. But here is the critical question: Does adding ginger extract or caffeine to a shampoo really equal "hair loss prevention and hair growth"? The answer is no. Equating "conceptual plant/active ingredients" directly with "clinical anti-hair

The Compliance and Product Architecture Exam Your Brand Must Face in 2026 "Although sunscreen sprays are convenient to use, they pose two major hidden dangers: the inhalation risk of aerosol particles, and the potential for skin exposure to UV rays due to uneven application." — Environmental Working Group (EWG) "20th Annual Sunscreen Guide 2026" This authoritative statement from a global institution precisely pierces the prosperity bubble of the sunscreen spray category. Toda

I. A Category Being Redefined In 2026, makeup remover is no longer just a "functional consumable." In the context of the global skincare market, "cleansing" is undergoing a profound value reconstruction—from a mere tool to an experience, and from "removal" to "repair." Consumers are increasingly unwilling to accept the logic that to remove makeup that affects the skin, they must use another product that equally damages it. This sense of contradiction is driving the entire mak