Indie brands are among the fastest growing on the market. What is their secret to success? To capture consumer attention, these brands combine a fresh perspective with unique textures and benefits. They break the rules, use their intimate understanding of consumer needs and are not afraid to cross over market segments and product applications.

With that philosophy in mind, Lubrizol Personal Care is introducing Wash Forward, a line of five formulations that embody these Indie brand principles. They each combine mildness, convenience, hybridity, sensoriality and sustainability. They are the future of cleansing.

Formulations include:

On-the-Go Micellar Body Cleanser: For body and face, this non-greasy and non-sticky micellar formula removes sweat and dirt from sensitive skin with little to no need for rinsing. Ideal for eco-conscious travelers or active consumers wishing to reduce their water footprint. Features Carbopol^® Ultrez 30 polymer and Actiphyte™ Calendula GL.
3-in-1 Creamy Cleansing Scrub: Once a week, this 3-in-1 creamy scrub will reset skin, gently removing dead cells and leaving skin smooth, healthy and deeply moisturized. The creamy texture gives a sensation of richness and facilitates scrubbing. Ideal for a weekly regenerating and spa-like experience. Features Carbopol^® Ultrez 20 polymer and Actiscrub™ Coconut Shell.
Extreme Moisturizing Body Cleanser: For skin that suffers from frequent cleansing, this cleanser with high glycerin content deeply moisturizes. Active and busy consumers will be able to steer away from their complex routine while keeping clean, soft and healthy skin. Features Carbopol^® Ultrez 20 polymer, Merquat™ 3330PR polymer and Actiphyte™ Pink Grapefruit GL100NP.
Gel-to-Oil Body Cleanser: This glycerin-based cleanser enriched with 20 percent oil is an alternative solution to traditional shower oil. Its high viscosity allows nice flow and easy spreading. The high levels of glycerin and oil nourish and moisturize skin. Ideal for consumers with dry skin looking for a solution to make their skin super soft again. Features Carbopol^® Ultrez 20 polymer and Actiphyte™ Acai Berry GL100NP.
Gentle Purifying and Moisturizing Facial Cleanser: This glycerin-based facial gel provides gentle cleansing and moisturization while removing excess sebum. This is the perfect cleanser for men who want to keep their face healthy and handsome. Features Carbopol^® Ultrez 30 polymer and Actiphyte™ Neptune Kelp GL100NP.

To receive samples of these five Wash Forward formulations, contact Lindsay Lipp.

Wash Forward: Envisioning the Future of Cleansing