Ten years ago, if your ingredient ticked the right technical boxes, you were in with a shot. These days? It’s not that simple. Formulators, especially in personal care, are thinking differently. They’re not asking, ” Can I use this ingredient? ” but should I?
That shift is changing how suppliers position themselves and forcing a rethink around what drives decisions.
What Do We Mean by “Conscious Formulator”?
A conscious formulator is someone who doesn’t stop at functionality. They care about ethics, sustainability, and impact just as much as performance or price. That might mean choosing a slower-to-market, upcycled extract over a cheaper synthetic, or questioning whether a hero ingredient aligns with their brand’s values.
They’re asking questions about sourcing, environmental footprint, and social responsibility. And they expect clear answers.
Technical Data Is the Starting Line, Not the Finish
You won’t get through the door if your ingredient doesn’t meet basic technical criteria (stability, safety, efficacy). But these days, those boxes are just the beginning.
Formulators are digging deeper. They want to know if your supply chain is traceable, if your production process reduces waste, and if your claims stand up to scrutiny. Ingredients with a strong sustainability story—like upcycled botanicals or carbon-reducing processes—are standing out for what they do and how they’re made.
“Sustainable” Isn’t a Differentiator
Everyone says their ingredient is sustainable. Most suppliers claim they’re green, ethical, or responsible. But the conscious formulator has heard it all before, and they’re not buying vague claims anymore.
They want proof, not just standard certifications like COSMOS or RSPO (which most suppliers already have), but next-level transparency. That might mean carbon footprint data, verified upcycling claims, third-party LCA (life cycle assessment) reports, or impact tracking linked to ESG goals. They’re also paying closer attention to social impact: how growers are treated, whether there’s fair pay and community reinvestment, and how suppliers handle traceability.
If you’re still using broad, high-level messaging without substance, you’re not just blending in—you’re being left behind.
Tell the Story Behind the Science
Formulators still need solid data, but what wins attention is the story behind it. What makes your ingredient different? Who grows it? What problem does it solve, not just in a formulation, but in the world?
This isn’t about replacing technical detail with fluffy narratives. It’s about giving your data context. If your ingredient supports biodiversity or was developed with a farming co-op, say so. That story is what will stick.
So What Should Suppliers Do?
Start with the basics:
- Make sure your documentation is watertight. That includes sourcing information, traceability, and any certifications.
- Look at your messaging. Does it clearly explain why your ingredient is a better choice, or just say it is?
- Build a sustainability narrative that supports your sales team. Something they can use, not just a paragraph in a brochure.
The Bottom Line
Formulators are making more conscious decisions, and that’s good as long as you’re ready to meet them where they are. That means absolute transparency, clear proof, and a specific, not vague story.
Ready to elevate your ingredient story? At The Ash Studio, we help ingredient-led brands develop clear, credible narratives that connect with formulators who care about more than just technical specs. Visit theashstudio.com to learn more about our messaging and communications services.
Ready to elevate your ingredient story? At The Ash Studio, we help ingredient-led brands develop clear, credible narratives that connect with formulators who care about more than just technical specs. Get in touch to learn more about our messaging and communications services.