PrimalHyal™ Hydra[+], the novel cationic HA

Givaudan Active Beauty launches PrimalHyal™ Hydra[+], a novel hyaluronic acid that redefines the hydration gold standard.

Never-before-seen instant and long-lasting efficacy enhanced by high-level cationization.

Givaudan Active Beauty expands the boundaries of skin hydration with the launch of PrimalHyal™ Hydra[+], a new cationic hyaluronic acid (HA) crafted by white biotechnology. This unique cosmetic active outperforms standard HA hydration benefits by at least a factor of two, bringing never-before-seen moisturizing efficacy to both rinse-off and leave-on applications.

Hyaluronic acid is one of the best known active ingredients available on the cosmetic market and trusted by consumers globally. This hero molecule is now formulated in all beauty product categories — from skin care to hair care, body care and even makeup — as consumers seek hydrating properties across all beauty steps from cleansing to caring. As dehydrated skin is one of the main concerns of consumers globally, they are now looking for fast and efficacious hydration.

Mathias Fleury, Head of Actives for Active Beauty, commented: “PrimalHyal™ Hydra[+] establishes a new gold standard in terms of hydration as it demonstrates significantly better performance than other grades of “native” HA, from various molecular weights, both in rinse-off and leave-on applications. By modifying the charges of the molecule, we were able to boost its adhesion and affinity for the surface of the skin. That is why it works so well, even in rinsed formulas, after just one application. And amazingly, we have been able to demonstrate that the benefits are maintained for up to four days after stopping the treatment.”

Several clinical tests versus placebo, in different application formats (shower gel, lotion, sheet masks) established that PrimalHyal™ Hydra[+] at only 0.1% is able to:

• Provide instant skin hydration in just one application, both in rinse-off and leave-on applications;
• Bring long-term skin hydration with prolonged use;
• Reinforce skin barrier function by increasing lipid and protein production;
• Maintain hydration benefits for up to four days.

During a home usage test of a shower gel, Givaudan evaluated consumer satisfaction with a new implicit finger tracking movement technology. By measuring the finger movement and the reaction time we capture the gut feeling of consumers for a more granular, discriminating and accurate analysis. Because of this, Givaudan was able to validate that the hydrating benefits during all the testing days were well perceived by consumers with 82% declaring that a shower gel containing 0.1% of PrimalHyal™ Hydra[+] has hydrating benefits without knowing hyaluronic acid was in the formula.

Quoting some consumers, they claimed that "after using the shower gel, I felt my skin a lot hydrated as if I used body lotion."

Would you like to give it a try? To demonstrate the efficacy of PrimalHyal™ Hydra[+] in both rinse-off and leave-on applications, Givaudan have specially formulated two inspiring concepts:

• S3D^® HydraSplash Shower, a water-activated in-shower gel designed to be applied on wet skin to moisturise, soothe (BisaboLife^®) and maintain hydration of the skin.
• S3D^® HydraSplash Mask, a sheet mask made with 100% degradable fabric and over 99% natural origin content offering hydrated and brightened (Masknyl™) skin after just 1 application.

To learn more about Givaudan’s new ingredient, connect to uxbeauty.givaudan.com, the company’s digital platform dedicated to cosmetic ingredients.

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