DEVA INSIGHTS & INDUSTRY NEWS

I. Fragrance is a Brand Asset, but Also a Formulation Minefield The moment a bottle of makeup remover is opened, the fragrance creates the consumer's first sensory impression. Fresh citrus notes, gentle florals, cool herbal scents—these olfactory signals play an undeniable emotional role in purchase decisions and repurchase experiences. However, fragrance is also one of the ingredient dimensions that triggers the most consumer complaints in skincare. Among the general adult p

I. "Cooling Sensation" Becomes the Differentiation Battlefield for Makeup Removers In the highly homogenized category of makeup removers, a "cooling sensation" is becoming a crucial sensory differentiation dimension for brand owners to break through. A bottle of makeup remover that provides a refreshing coolness while removing makeup resonates strongly with oily skin consumers, summer skincare scenarios, and post-workout quick cleansing groups. More and more brands are introd

In recent years, the men's personal care market has undergone a profound transformation from "basic cleansing" to "advanced care." According to Statista's 2026 Global Men's Personal Care Market Report, the global men's personal care market has exceeded $115 billion, with a stable compound annual growth rate (CAGR) of 6.2%. Among these, the body care sub-track has performed particularly outstandingly. Mintel's 2026 Global Body Care Trends Insights shows that the penetration ra

In 2026, as Clean Beauty and plant-based skincare sweep the globe, cold-pressed plant oils and natural base oils have become the core of premium formulations. However, many brand owners face a thorny pain point when developing high-concentration botanical serum oils or natural lotions: the inherent "beany" or "grassy" off-odor of base oils. This odor not only destroys the premium feel of the product but also directly impacts consumer repurchase intent. According to Euromonito

For many sensitive-eye users, makeup removal is not just a simple cleansing action, but an "eye comfort test." If the surfactants in a makeup remover are too irritating, or if they tend to residue on lens materials, it can lead to eye redness, foreign body sensation, blurred vision, and even wearing discomfort. These are precisely the concerns that contact lens wearers worry about most when choosing eye makeup removers. For cosmetic OEM/ODM factories, the difficulty of develo

I. "Tear-Free" Is an Over-Marketed, Yet Severely Underestimated Claim On the packaging of makeup removers and micellar waters, "Tear-Free" and "Ophthalmologist-Tested" have long been high-frequency labels. However, for most brand owners, the actual formulation science behind these two terms is rarely truly understood. "Tear-Free" is not just an advertising slogan; it is the result of a specific set of physicochemical parameters and an ingredient selection system—involving pH

I. "Adding Alcohol for Refreshment" — This Formulation Logic Is Being Abandoned by the Market Open the ingredient list of early oil-control makeup removers, and you'll almost certainly find it: Alcohol Denat. (Denatured Ethanol) — ranked prominently, sometimes as the third or fourth ingredient. The logic behind this formulation choice is intuitive: ethanol evaporates quickly, has strong degreasing power, and feels dry immediately after use, giving oily-skin consumers an illus

I. A Product That Looks Like Ordinary Water: How Did It Conquer the Global Cleansing Market? Clear as water, no foam, no rinsing required. Pour it on a cotton pad, wipe gently, and mascara, foundation, and eyeshadow dissolve simultaneously—this is the most intuitive product experience Micellar Water delivers to consumers. But behind this bottle of "water" lies a sophisticated colloidal chemistry system. It is not magic; it is the precise intersection of surfactant science and

I. A Formulation Trap Easily Overlooked "Lemon essence whitening body lotion," "Citrus brightening body oil"—these products are highly popular in the market. Their fresh citrus scent and "natural brightening" positioning are extremely attractive to consumers. However, behind these products lies a formulation safety issue that brand owners have long underestimated: the Furocoumarins naturally present in citrus essential oils can trigger phototoxic skin reactions under sunlight