IFF is partnering with influencer duo Chemist Confessions to launch a new educational campaign to increase recognition of osmolytes in the beauty and personal care sector.

Only 0.03% of Products Highlight Osmolytes

Osmolytes are small, naturally occurring molecules that help cells retain water and protect against environmental stressors such as UV radiation and heat stress. In skincare, despite their proven abilities to reinforce the skin barrier and deliver long-term moisturization, osmolytes remain largely overshadowed by better-known actives like hyaluronic acid and aloe vera. Recent data highlights that in the past five years, only 0.03% of new skincare product launches have cited osmolytes in their claims, according to Mintel. And in a poll conducted on social media, 61% of respondents associated the INCI name betaine, a major osmolyte, with foaming – indicating that many are unaware of its skin benefits, such as hydration and barrier support.

Closing the Awareness Gap About Osmolytes

Stepping up to close the knowledge gap around osmolytes, IFF is partnering with former L’Oréal skincare chemists and the team behind Chemist Confessions, Gloria Lu and Victoria Fu. Leveraging their high-engagement Instagram platform – which has 158,000 followers – and a dedicated content hub hosted by IFF, the campaign aims to translate complex science into accessible and compelling educational content.

The campaign content will explore how osmolytes, such as betaine, help maintain hydration, support skin barrier function, and promote overall skin health. For example, a four-week clinical study demonstrated that daily application of a cream containing IFF’s Genencare OSMS BA (betaine) significantly reduced transepidermal water loss, highlighting osmolytes’ efficacy in improving skin barrier function.

Speaking on the partnership, Kris Bosma, global marketing director for home and personal care at IFF, said: “Skincare science can be complicated, but Chemist Confessions has a remarkable gift for translating it into clear, engaging insights that resonate with both experts and everyday consumers. That makes them the perfect partner to raise greater awareness around the benefits of osmolytes such as betaine.”

To learn more about osmolytes, click here.