Shin-Etsu has the product lineup and the formulating expertise to help its customers
make the most of silicones in their personal care products.
GIVE A MAN a fish and you feed him for a day. Teach him how to fish, and you feed him for a lifetime. What’s true for salmon works with silicones, too—at least at Shin-Etsu Silicones, where the company does much more than provide
a wide range of product options for its customers. Shin-Etsu has
assembled a strong team of researchers at its cosmetic application lab (CAL) in Totowa, NJ to help cosmetic chemists understand how silicones works, troubleshoot formulation problems,
solve scale-up issues and help formulators see how silicones can
help their products reach their full potential.
No wonder then, that chemists from some of the biggest
companies in the business have been beating a path to Totowa for
more than a year now to get an understanding of the basic raw
materials, how to use the ingredients and what benefits silicones
impart to finished products.
“Cosmetic chemistry is 25% science and 75% art,” explained
John E. Heitler Jr., VP-marketing and sales, Shin-Etsu. “What we
do here is art. We’re creating formulas that will appeal to our cus-
Shin-Etsu’s portfolio includes 80 unique items, such as the
KSG-300Z series of self-emulsifying elastomer gels in various
carrier oils. Compared to conventional emulsifiers, KSG-300Z
series can stabilize emulsions with much larger particle size
distribution, which are key in creating light and fresh skin feel,
according to Shin-Etsu. The ambient process is the norm when
ingredients do not require heat.
The KSG-300Z product series enables formulators to create
textures ranging from light and fresh to rich and nourishing. They
can stabilize actives such as retinol and vitamin C, as well as formulations with pH ranging from 3 to 11.
But Shin-Etsu executives insist it’s not about pushing products; it’s about pushing formulation limits to create products that
stand out on retail counters and shelves, which consumers return
to again and again.
“We’re collaborating more with customers who see our products at events such as the NYSCC Suppliers’ Day and who then
want to learn how to use them in finished product formulas,”
For those who can’t make the trek to Totowa,
the cosmetic application lab also creates formulation kits, which include 47 formulas and 50
raw materials. Each month, Shin-Etsu sales representatives and distributors can bring new custom formulations to their clients that showcase
the benefits of key raw materials.
A Talented Staff
Shin-Etsu’s Totowa staff is just as unique as the
products that they work with. Wang has a PhD
in chemistry from New York University and has
16 years of personal care industry experience at
companies such as Avon Products, Coty Prestige
and, most recently, L’Oréal, where she served
as associate principal chemist for about four
years. Senior chemist Janine Cherette is another
L’Oréal alum, where she spent a decade in the
color cosmetic lab and two years in the sun care/
Tom Branna • Editorial Director
The staff at the Totowa Innovation Center includes (l-r): Dhara Parikh, lab associate chemist and site
administrator; Janine Cherette, senior chemist; and Yinli Wang, lab manager.