At the recent Cosmetics Vision event, which took place in Cannes, CosmeticsDesign-Europe.com spoke with AAK Technical Director Jari Alander, who said that for suppliers selecting an ingredient that has the best efficacy and functionality is very important.
The AAK expert also stated that sustainability is important and that natural has to be properly defined in the industry and by individual businesses in order to get the message across to the end user.
However, consumers choose beauty products because they are looking to achieve a certain image or a certain result on their hair or skin, meaning that first and foremost the product must perform.
"Our priorities are always, first functionality, then sustainability," Jari says.