BASF, a global chemical company covering several areas, and B2B Cosmetics, a technology company, announce an exclusive, long-term partnership for personalized personal care products. The French company B2B Cosmetics will contribute with a unique personalization system marketed under the name of “Emuage Technology” and BASF with its experience in personal care solutions. The agreement also provides for an investment by BASF in B2B Cosmetics.

The individualization of personal care products requires the combination of interdisciplinary knowledge to meet this demand / trend and Emuage technology enables the creation of customized personal care products with the choice of capsules. A machine receives these capsules and generates the final product – be it for hair, sun protection or skin care.

B2B Cosmetics received the “Innovation Award” at the Consumers Electronics Show (CES) recently held in Las Vegas, USA, for its 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 its latest developments in personal care ingredients,” said Grégoire Tutenuit, CEO of B2B Cosmetics. “This cooperation will enable us to establish and market the technology and the device, says Grégoire Tutenuit, CEO of B2B Cosmetics.”

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