Media release

Nouryon introduces natural starch for the personal care market

10 Dec 2019 - News

Nouryon has introduced a certified natural starch that can replace petrochemical-based products in a variety of personal care applications. Amaze™ Nordic Barley, derived from barley starch, addresses the fast-growing growing consumer demand for natural, biodegradable and clean label ingredients.

The product is the result of a partnership between Nouryon and Oat Services Ltd, a UK company specializing in products and technologies derived from oats, which will be the exclusive supplier of barley starch to Nouryon.

“Amaze Nordic Barley shows excellent performance in improving the aesthetics of skin and hair care products, including dry shampoos,” said Jens Müller, Global Technical Marketing Manager Personal Care at Nouryon. “It reduces the greasiness of the formulation, while leaving a pleasant after-feel. In dry shampoos, the unique shape of the barley starch provides a soft, conditioned after-feel. It is the ideal choice to develop high-performance products with minimal environmental impact.”

Larry Ryan, Executive Vice President, Performance Formulations added: “This is an important extension to our product range of native and modified starches. It also reflects our focus on working with others to develop more sustainably-sourced products and helping our customers to meet growing consumer demand for more natural products.”

Nouryon has been expanding its range of innovative products to customers in the personal care market, one of the company’s key growth segments. These include a recently launched bio-based polymer that is perfect for natural hair styling products and a film-forming polymer for use in long-lasting, high SPF sunscreen products.

Expanding range of innovative products to customers in the personal care market

Product Spotlight: Amaze™ Nordic Barley

Amaze™ Nordic Barley is a 100% natural, unmodified, COSMOS approved starch ideal for skin, sun and hair care formulations as well as color cosmetics. The pure barley is regionally sourced from Scandinavia and produced in an eco-conscious process as a side-stream of the beverage industry. It has excellent microbial purity and so is produced without the requirement for irradiation or other treatments.


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Markets worldwide rely on our essential chemistry in the manufacture of everyday products such as paper, plastics, building materials, food, pharmaceuticals, and personal care items. Building on our nearly 400-year history, the dedication of our 10,000 employees, and our shared commitment to business growth, strong financial performance, safety, sustainability, and innovation, we have established a world-class business and built strong partnerships with our customers. We operate in over 80 countries around the world and our portfolio of industry-leading brands includes Eka, Dissolvine, Trigonox, and Berol.