IFF and Chemist Confessions shine a spotlight on osmolytes

The American company is launching an educational campaign in partnership with the influencer duo to make knowledge of osmolytes more accessible in the beauty industry. These small natural molecules, such as betaine (Genencare^® OSMS BA), strengthen the skin barrier and provide long-lasting hydration. However, they remain relatively unknown compared to popular active ingredients such as hyaluronic acid and aloe vera. Only 0.03% of recent products mention osmolytes, and 61% of consumers still associate betaine with foam rather than its benefits to the skin. By leveraging the Chemist Confessions duo and their Instagram community of 158,000 followers, the campaign aims to translate complex science into accessible content, highlighting the proven effectiveness of osmolytes, particularly their role in reducing transepidermal water loss.