Dow unveiled its new line of beauty and personal care innovations under the concept “BEAUTY IN HARMONY” at the in-cosmetics Asia 2025 exhibition held recently in Bangkok. The concept blend customers’ needs for authenticity, self-expression, and well-being with advanced beauty science through multifunctional care solutions that deliver performance, sustainability and creative inspirations.
Ratachet Teratanavat, Sales Director – Beauty and Personal Care Business, Dow Thailand Group stated that at the recent in-cosmetics Asia 2025 event, Dow, an ingredients solution provider for hair care, skin care and color cosmetics, launched new concept collection “BEAUTY IN HARMONY”, that aligns market trends for sustainability, inclusivity, and product innovation while responding to consumers’ deeper desires for authenticity, self-expression, and well-being: The concept focuses on three core pillars:
- Sustainability: Reflecting Dow’s commitment to bio-based, (bio)degradable, carbon neutral offerings, such as using silica derived from upcycled rice husks.
- Inclusivity & Self-expression: Reflecting the user’s individuality and supporting cultural and lifestyle differences through products that address the diversity of skin and hair types.
- Innovation: The key to meeting consumers’ demands, emphasizing new multifunctional formulas – such as a rinse-off conditioner that makes hair easier to comb, an oil-control powder that doesn’t cake, or makeup that transforms its texture during application.
“Today, customers have high and clear demands. They are looking for high-quality, high performance and novel products. Therefore, Dow has innovated solutions with high-performing technologies and placed importance on data-backed, science-based sustainable solutions. The creations under the Beauty in Harmony concept perfectly address these trends.”
At the in-cosmetic Asia 2025 exhibition, Dow presented these solutions as sample formulations that allowed customers to try the textures and experienced the physical characteristics of ingredients, providing a clearer vision of the products brand owners and formulators could develop. Seven curated formulations under the Beauty in Harmony concept covering hair care, skin care and color cosmetics:
- REFRESH MY LOOK – Hair Mascara: A hair mascara formulated with natural styling polymer for convenient application, good rub-off resistance, yet easy rinse-off by day’s end.
- SHIELD MY SKIN – Sun Lotion: A sunscreen lotion with ingredients that are microbiome-friendly, meaning they do not disrupt the balance of microorganisms on the skin. It has a lightweight texture and reduces white cast upon application.
- FREE FROM DUST – Oil Control Powder: A oil-control powder made from upcycled rice husk silica, which helps absorb oil and provides a matte finish without caking. It transforms from a cream texture into a film coating on the face, eliminating powder dust.
- SMOOTHEN MY HAIR – Rinse-off Conditioner: A conditioner with naturally-derived ingredients that reduces friction and makes hair easier to comb. It also has an option to boost performance with silicone.
- CHOOSE MY STYLE – Styling Pomade: A clear gel balm for hair styling, which adds shine and maintains hair shape even in humid weather.
- DEFINE MY COLOR – Lip & Cheek Powder: The texture changes from powder to cream upon application. It can be used on both lips and cheeks, is waterproof, and long-lasting.
- SPARKLE ME UP – Glitter Stick: A glitter stick to add sparkle to the skin. It is long-lasting and doesn’t easily rub off.
Mr. Ratachet noted that there is significant growth in the personal care business segment among local and independent brands in Thailand and Asian countries. And many independent brands have good product quality and product mix comparable to global brands. Notably, social media plays a crucial role in stimulating the growth of this business segment.
Mr. Ratachet also shares the personal care market is expected to grow, and care products consumption will increase due to the trend of using multiple product layers (such as using serum, lotion, nourishing cream, and others in the skin preparation routine), which increases the overall volume of product used.
Furthermore, there is a growing market presence of convenient product formats, such as products sold in small sachets at convenience stores. Besides global brands, Thai, Korean, and Japanese brands, Chinese brands are also increasing their market share. Ultimately, consumers will benefit from this competition of product development, he said.
Dow is excited to engage with the visionary community of brands, professionals and formulators across the region, and we have strong local footprint and deep market understanding to tailored support to co-create high-performing solutions that truly resonate with consumers. And Dow is looking for opportunities for conversations around how our innovations can help in driving the next wave of beauty in Asia.
