BASF and B2B Cosmetics today announced an exclusive, long-term strategic partnership in the field of personalized personal care products, including a strategic investment into B2B Cosmetics by BASF.

The French company B2B Cosmetics will contribute a unique personalization system, marketed under the name Emuage technology. BASF will bring in expertise in personal care solutions.

Individualization of personal care products is a global key trend. To meet this growing need, a combination of interdisciplinary know-how is required. Together, BASF and B2B Cosmetics will build upon their respective expertise to offer this inventive technology to the market.

The Emuage technology allows users to create their own individualized personal care products by simply choosing capsules, placing them into the machine and receiving the final product – for example for hair, sun or skin care.

Recently, B2B Cosmetics received the “Innovation Award” at the trade show Consumer Electronics Show (CES) in Las Vegas for their Emuage technology for the second consecutive year.

“BASF is very proud to partner with B2B Cosmetics,” says Robert Parker, Head of New Business Development at Care Chemicals, BASF. “We will be collaborating with B2B Cosmetics to further leverage their unique technology in the coming months. We expect that the partnership enables us to support the industry with a new approach for individualized personal care products.”

“B2B Cosmetics will benefit from BASF’s experience and latest developments into personal care ingredients. This cooperation will allow us to establish and commercialize the technology and the device,” says Grégoire Tutenuit, CEO of B2B Cosmetics.

B2B Cosmetics and BASF aim to introduce the technology to the market in 2019 in a phased approach around the world.