Innovation-led, trend-inspired: our top 5 formulations of the year so far

Published by

Abigail Usher Marketing Lead - Activation

Published on:

Monday 28th July 2025

Innovation in the beauty industry continues to occur at a remarkable pace, driven by scientific developments, a changing world, and a deeper understanding of consumer needs.

As we pass the halfway mark of 2025 and celebrate Croda’s centenary, we are excited to launch our next formulation collection inspired by our recent innovation. Since 1925, Croda has been at the forefront of developing more sustainable and more effective beauty ingredients and we continue to be a leading innovator in personal care and cosmetic industries.

The five new concepts build on the spirit of innovation bringing together some of our highlight ingredients from the year so far that meet current trends we have identified in the beauty space.

From bond building solutions in hair care to combatting the effects of stress-ageing on skin, this formulation collection offers a glimpse into what is next for high-performance, trend-responsive beauty launches. `

Whether you are looking to inspire your next beauty development or explore what is resonating in the market, read on to find out more.

Silk and Shine Glass Hair Spray

To control frizz and offer a sleek, glass-like hair finish

Perfect your hair with this finishing Silk & Shine Glass Hair Spray, developed to respond to the demand for sleek, smooth hair finishes, inspired by the glass hair trend. This spray formulation includes ingredients to promote high gloss and smooth hair, even in different climates and at extreme humidities. The inclusion of Prolevium™ SB, a cottonseed-based protein, provides frizz-control benefits to keep your hair well-defined and soft to the touch.

Request a formulation sample

Bond Building Mask with KeraBio™ K31

To meet the demand for stronger, healthier hair

This treatment mask offers rapid repair for shiny, smooth hair that lasts between washes. The formulation is inspired by the surging consumer demand for bond building solutions that not only prevent but actively reverse hair damage. Infused with KeraBio K31, our biomimetic keratin, this treatment is designed to deeply nourish, revitalise and repair, and visibly reduce signs of hair damage.

Request a formulation sample

Adaptive Relaxing Face Serum

To combat stress-induced skin ageing

Unwind, restore, and glow with this ultimate face serum, designed to bring harmony to your skin, mind and senses. This formulation meets the need for solutions that combat stress-induced ageing, a growing concern amongst consumers. Infused with Zenakine™, a cutting-edge biofermentation active that is proven to combats skin fatigue, enhances emotional balance, sleep quality, and overall well-being.

Request a formulation sample

Anti-fatigue Day Cream

To provide a positive awakening of the skin and mind

This COSMOS compliant natural day cream has been developed to meet the beauty glimmers trend. It can be applied in the morning for a micro-moment of joy and a positive awakening of skin and mind. Developed with Phytessence™ Green Coffee EC, a botanical active ingredient that is proven to act on the synthesis of b-endorphin, elastin and skin firmness, with data to show a positive impact on mood in-use, delivering an “anti-fatigue” effect.

Request a formulation sample

Deluxe Hydrating Facial Crème

To elevate skin care through sensory and texture

The Deluxe Hydrating Facial Crème is a rich, decadent lotion that is easily spreadable and leaves a powdery after-feel on the skin. The inclusion of Natrineo™ CR8, a PEG-free, vegan suitable*, 100% biobased emulsifier helps deliver a distinctly light after-feel. These texture and sensory elements appeal to consumers wanting to escape monotony, choosing to gravitate to an enhanced beauty experience.

Request a formulation sample

Coming soon

Beauty Trends in Focus: Our Innovation-Driven Response to the Year So Far

These formulation concepts are inspired by five key trends we have identified for 2025. These include anti-frizz and bong-building in hair care, elevated sensory and anti-stress solutions in skin, and the appeal of beauty glimmers. Look out for our upcoming blog exploring these trends in more detail.

Want a reminder? Sign-up to our emailing list or follow Croda Beauty on LinkedIn or Instagram for the latest news and insights.

Highlight ingredients from the year so far

4 items available

Name	Typical content	Expires
cookieConsent	Used to check if your device accepts cookies and used to remember users cookie consent.	1 year
SC_ANALYTICS_GLOBAL_COOKIE	This analytics cookie is provided by Sitecore. It tracks a visitor’s multiple visits to our Website in one year. We use this information to help improve our Website. This cookie is not used to identify individuals using the Website.	10 Years
.AspNet.Cookies	This cookie is used to identify and authenticate logged-in users. It maintains secure sessions by storing an encrypted authentication token.	30 days
ASP.NET_SessionId	This cookie is used by ASP.NET to maintain an anonymous user session by assigning a unique session ID. It enables the website to store temporary information between pages, such as login status or form input.	End of session
_sample_basket	Used to store sample items added to basket by user. Contents are serialised.	30 days
shell#lang	This cookie is provided by Sitecore. This cookie tracks a user's language selection. The name of the cookie varies based on the configured site name	End of Session
sitename#lang	This cookie is provided by Sitecore. This cookie tracks a user's language selection. The name of the cookie varies based on the configured site name	End of Session
__RequestVerificationToken	An anti forgery token used to help prevent CSRF attacks.	End of Session
_form_goals	Used to check if you have previously complete a form.	2 years
lastShownMarketingConsentDate_{identifier}	Use to determine when we requested you review your marketing consent for your account. It helps ensure we limit prompting to review your marketing consent, improving user experience.	1 year
productFinderLastSearch	Used within our product finder to determine the last search performed.	1 year
mailinglistsignupbanner_{identifier}	Use to determine when whether a mailing list sign up form has been already shown within a time period. It helps ensure that users are not repeatedly prompting or shown sign up forms, improving user experience. We may create multiple cookies with different identifiers.	< 120 days
suncareFinderLastSearch	Used within our product finder to determine the last search performed.	1 year
suncareProductRangeList	Used within our product finder to determine the last search performed.	1 year
resourcesAreaLastSearch	Used within our literature finder to determine the last search performed.	1 year
formulationFinderLastSearch	Used within our formulation finder to determine the last search performed.	1 year
isProactiveInvite	This cookie is set by the SnapEngage live chat widget to track whether a proactive chat invitation (a pop-up asking if you need help) has already been shown during your visit. It helps ensure that users are not repeatedly prompted with the same chat invite, improving user experience.	End of session
SnapABugAgentAvatar	This cookie stores the agent image URL in order to show the agent avatar on the minimize state of the chat.	16 mins
SnapABugHistory	Keeps track of the visitor visits and last chats to present history to agent	1 year
SnapABugNoProactiveChat
SnapABugRef	This tracks the origin and site entry	120 mins
SnapABugUserAlias	This cookie stores the visitor alias (name). This cookie is used to support subsequent chats so that once it is known, the chat agent doesn’t need to collect the information again.	1 year
SnapABugVisit	This cookie is used to keep track of the visitor visits	End of session
_webeo_trk	The _webeo_trk cookie allows a website to track device visit history on the sites on which the cookie is installed. Tracking is performed anonymously and is not used for cross-site tracking purposes.	Persistent 20 years

Name	Typical content	Expires
recentlyViewedItems	Contains a list of recently visited items including products or formulations.	30 days
lidc	Used for load balancing to ensure proper functionality of the site.	24 hours
li_gc	Stores consent settings to determine cookie .	6 months
__Secure-1PAPISID	Essential for maintaining your logged-in state (session) and authenticating you across different Google services securely.	2 years
__Secure-1PSID	Works alongside APISID as a primary authentication token to verify your Google Account and keep you signed in.	2 years
__Secure-1PSIDCC	A crucial security cookie used to confirm the authenticity of the user's session, helping to protect your data from unauthorized access.	1 year

Name	Typical content	Expires
_gat	Used to throttle request rate.	10 minutes
_ga	Randomly generated number used to determine unique visitors to our website	2 years
_clsk	Connects multiple page views by a user into a single Microsoft Clarity session recording.	1 day
_clck	Persists the Microsoft Clarity User ID and preferences, unique to that site is attributed to the same user ID.	1 year
s_pltp	Provides page name value (URL) for use by Adobe Analytics	Session
s_ppv	Used by Adobe Analytics to retain and fetch what percentage of a page was viewed.	Session
s_tep	Tracks percent of page viewed.	Session
s_cc	Used to determine if cookies are enabled for Adobe Analytics.	Session
s_tslv	Used to retain and fetch time since last visit in Adobe Analytics.	6 months

Name	Typical content	Expires
ANONCHK	Indicates whether MUID is transferred to ANID, a cookie used for advertising. Clarity doesn't use ANID and so this is always set to 0.	10 mins
MUID	Identifies unique web browsers visiting Microsoft sites. These cookies are used for advertising, site analytics, and other operational purposes.	1 year
SM	Used in synchronizing the MUID across Microsoft domains.	End of session
MR	This cookie is used by Microsoft to analyze ad interactions, prevent fraud, and deliver personalized advertising across Microsoft domains and partner websites.	7 days
SRM_B	This cookie is set by Microsoft Bing Ads and is used to collect user information for advertising purposes. It helps deliver targeted ads and measure the effectiveness of ad campaigns across websites.	1 year
CLID	Identifies the first-time Clarity saw this user on any site using Clarity.	1 year
NID	This cookie is set by Google to store user preferences and information, such as preferred language and SafeSearch filters, or to personalize ads on Google properties. It may also support reCAPTCHA and other embedded Google services.	6 months
AEC	This cookie is used by Google to ensure that requests within a browsing session are made by the user and not by other sites. It helps prevent malicious activity, such as cross-site request forgery.	6 months
ADS_VISITOR_ID	This cookie is used to identify users across websites for advertising and analytics purposes. It supports the delivery of targeted ads and helps measure the effectiveness of marketing campaigns.	6 months
__Secure-ENID	This cookie is used by Google to help prevent fraudulent login attempts, protect user data, and ensure secure access to Google services. In some contexts, it may also support personalization features.	13 months
AnalyticsSyncHistory	Used to store information about the time a sync took place with the lms_analytics cookie.	30 days
UserMatchHistory	LinkedIn Ads ID syncing.	30 days
s_sq	Used to store information about the previous link that was clicked on by the user by Adobe Analytics.	End of session
lms_analytics	Used to identify LinkedIn Members off LinkedIn for analytics.	30 days
li_sugr	Used to make a probabilistic match of a user's identity.	90 days
lms_ads	Used to identify LinkedIn Members off LinkedIn for advertising.	30 days
gpv_pn	Used to retain and fetch previous page visited in Adobe Analytics.	6 months
li_mc	Used for retargeting and ad performance.	6 months
_guid	Used to identify a LinkedIn Member for advertising through Google Ads.	90 days
ar_debug	Supports Google attribution reporting API integration to mitigate signal loss.	End of session
liap	Used by non-www.domains to denote the logged in status of a member.	1 year
IDE	Used to serve targeted advertisements to users	13 months
DSID	Used to identify signed-in users on non-Google sites and remember ad personalization preferences.	7–14 days
__Secure-3PAPISID	Used to deliver personalized ads based on your profile and activity.	2 years
__Secure-3PSID	Works with its APISID counterpart on third-party sites to serve targeted advertising through Google's ad services.	2 years
__Secure-3PSIDCC	Helps in preventing ad fraud and ensuring the integrity of ads shown on external websites.	1 year
__Secure-3PSIDTS	Tracks timestamps of user interactions with ads and content on website for advertising analytics.	2 years
li_fat_id	This cookie is used by LinkedIn to track ad conversions and attribute visits to LinkedIn ads.	30 days