P&G's new patent is potentially significant as it responds to growing consumer demand for products with cleaner, naturally sourced ingredients, while maintaining product performance.
The patent describes an "oil-based cleansing balm that includes natural or naturally derived waxes as a structurant," which provide the texture, stability, and hardness needed to create a solid yet spreadable balm that transforms into an oil when applied to the skin.
Cleansing balms have grown in popularity as an alternative to traditional liquid or bar cleansers, offering a gentler approach to removing impurities, makeup, and sunscreen. According to P&G, "many consumers want a facial cleanser that removes excess oil, impurities, makeup, sunscreen, and other skin care products while gently cleansing the skin leaving skin feeling hydrated and silky smooth."
Cleansing balms are especially valued for their ability to remove dirt and oil without over-drying the skin.
A focus on natural structurants
The primary innovation of P&G's formulation lies in its use of natural structurants instead of synthetic or petroleum-based options. Current cleansing balms often rely on polymer structurants such as polyethylene or petroleum-derived ingredients like paraffin and petrolatum to achieve stability and consistency.
However, P&G recognizes the demand for more natural alternatives: "Some consumers prefer products with a natural or naturally derived structurant," the patent noted.
The challenge with natural waxes is their compatibility with high oil content. Many natural waxes struggle to create a balm with the right texture and stability across a range of temperatures, which is critical for handling, storage, and product longevity.
The patent addresses this challenge by incorporating a blend of ester waxes with specific melting points, which ensures the balm’s stability while maintaining a smooth and consumer-friendly texture.
Technical advancements for product manufacturers
The patent outlines a formulation that includes a combination of ester waxes with melting points of at least 45°C and 55°C, combined with natural or naturally derived emollients. This formulation is anhydrous, meaning it does not contain water, and it is free from synthetic waxes like polyethylene.
The carefully selected blend of waxes ensures that the balm remains stable throughout its shelf life without weeping oils or becoming overly soft or too hard.
These advancements are particularly relevant for manufacturers and suppliers looking to innovate in the growing "clean beauty" sector, which prioritizes natural, sustainable ingredients. P&G's focus on replacing synthetic waxes with natural alternatives provides an opportunity to develop new products that meet consumer expectations for sustainability without sacrificing product performance.
The patent further highlighted that the balm is designed to maintain a stable consistency even in non-climate-controlled conditions, an essential feature for products that may be subject to variable storage environments. "The structurant helps to provide the creamy, soft solid hardness and texture and maintains physical stability throughout the lifetime of the product," P&G explained in the filing.
Market implications
As consumers increasingly seek out skin care products with natural ingredients, this patent provides a framework for manufacturers aiming to deliver high-quality, natural formulations. The innovation could serve as a foundation for future product development in the personal care industry, potentially influencing formulations for other oil-based or balm-like skin care products.
By addressing the complex interactions between natural waxes and oils, P&G’s patent demonstrates how companies can navigate the challenges of creating stable, natural-based skin care products. The development of a "phase-stable, homogeneous, oil-based soft solid cleansing balm that contains one or more natural or naturally derived structurants" highlights the company’s ongoing commitment to meeting evolving consumer needs.
In an industry where product consistency, stability, and consumer perception are crucial, P&G’s innovation in natural structurants could drive significant interest from cosmetics manufacturers eager to align with clean beauty trends while maintaining product efficacy.
WIPO International Patent No. 20240325288
Published on: 10/03/2024 Filed on: 03/27/2024
Title: Cleansing Balm
Inventors: The Procter & Gamble Company - McConaughy, S.D. et al.
