P&G’s new patent is potentially important as it meets growing consumer demand for products with cleaner, naturally derived ingredients while maintaining product performance.
The patent describes an “oil-based cleansing balm containing a natural or naturally derived wax as a structuring agent” to create a solid yet spreadable balm that converts to an oil when applied to the skin. provides the necessary texture, stability, and firmness.
Cleansing balms are becoming increasingly popular as an alternative to traditional liquid or solid cleansers, offering a gentler approach to removing impurities, makeup, and sunscreen. According to P&G, “Many consumers want to gently cleanse their skin, hydrate it, and leave it silky smooth while removing excess oil, impurities, makeup, sunscreen, and other skin care products.” I’m looking for a face wash that will give you that.”
Cleansing balms are especially prized for their ability to remove dirt and oil without over-drying the skin.
Focus on natural structuring agents
The main innovation in P&G’s formulations lies in the use of natural structuring agents instead of synthetic or petroleum-based options. Current cleansing balms often rely on polymeric structuring agents such as polyethylene and petroleum-derived ingredients such as paraffin and petrolatum to achieve stability and consistency.
However, P&G recognizes the demand for more natural alternatives, and the patent states that “some consumers prefer products containing natural or naturally derived structuring agents.”
The challenge with natural waxes is their compatibility with high oil content. Many natural waxes struggle to create balms with the right texture and stability at various temperatures, which is important for handling, storage, and product longevity.
This patent addresses this challenge by incorporating a blend of ester waxes with specific melting points to ensure balm stability while maintaining a smooth, consumer-friendly texture.
Product manufacturer technological advances
This patent outlines a formulation comprising a combination of an ester wax with a melting point of at least 45°C to 55°C and a natural or naturally derived emollient. This formulation is anhydrous, meaning it contains no water and no synthetic waxes such as polyethylene.
A carefully selected blend of waxes ensures that the balm remains stable throughout its shelf life without dripping oil or becoming too soft or hard.
These advances are especially important for manufacturers and suppliers looking to innovate in the growing “clean beauty” sector, which prioritizes natural and sustainable ingredients. P&G’s focus on replacing synthetic waxes with natural wax alternatives provides an opportunity to develop new products that meet consumer expectations for sustainability without sacrificing product performance.
The patent further states that the balm is designed to maintain a stable consistency even under non-climate-controlled conditions, an essential feature for products that may be exposed to fluctuating storage environments. I emphasized one thing. “Structuring agents provide the consistency and texture of creamy, soft solids and help maintain physical stability throughout the product’s life,” P&G explained in its filing.
Market impact
As consumers increasingly seek skin care products with natural ingredients, this patent provides a framework for manufacturers looking to offer high-quality natural formulations. This innovation could serve as a foundation for future product development in the personal care industry and influence the formulation of other oil-based or balm-like skin care products.
P&G’s patents demonstrate how companies can overcome the challenges of creating stable, natural-based skin care products by addressing the complex interactions between natural waxes and oils. The development of “a phase-stable, homogeneous, oil-based, soft-solid cleansing balm containing one or more natural or naturally derived structuring agents” reflects the company’s continued efforts to meet evolving consumer needs. Emphasized.
In an industry where product consistency, stability, and consumer perception are critical, P&G’s innovations in natural structurants have been sought after by cosmetics manufacturers who want to align with clean beauty trends while maintaining product efficacy. It has the potential to attract a lot of interest.
WIPO international patent number 20240325288
Publication date: 2024/10/03 Submission date: 2024/03/27
Product name: Cleansing balm
Inventor: The Procter & Gamble Company – McConaughy, SD et al.
