Category Archives: Uncategorized

Switching to a natural deodorant can be a journey for two reasons. Firstly because your body will go through a cycle whilst your armpit’s ecosystem reset themselves and secondly because trying to find the right natural deodorant for your personal preferences will involve some trial and error. Our bodies are different, sweat levels vary and our skin reacts differently so don’t be surprised on your natural deodorant journey if a product that one of your friends swear by isn’t the right fit for you.

Natural deodorants come in many forms including crystals, sticks, paste, roll-on and pump sprays. So how do you know how to pick the best one? To do this, having some understanding on how natural deodorant works and why they include the ingredients they do will help you alot. 

Why it’s important to understand the science behind natural deodorants.

Once you understand a bit of the science you then understand how they work and then why one natural deodorant may work for a friend but not for you.

Understanding the science behind natural deodorant starts with understanding the difference between antiperspirant and deodorant. The standard run of the mill antiperspirants you buy from the supermarket, like Rexona, block the sweat glands with aluminium so that they don’t produce sweat – hence the name anti-perspirant. Deodorant on the other hand, doesn’t stop the body’s natural cooling system of sweating, instead they either 1) absorb sweat to help you stay dry and/or 2) reduce/neutralise body odour. Not all natural deodorants though on the market absorb sweat so if you don’t like the feeling of sweaty armpits, this is something to keep in mind. 

Why would you want to stop/absorb sweat and not just reduce or neutralise body odour?

Did you know that sweat doesn’t actually smell? It’s not sweat that creates body odour, body odour occurs when the bacteria naturally found on our skin breaks down substances in our sweat and it forms molecules called thioalcohols. A little more science for you – it’s thioalcohols which create the unpleasant smells similar to sulfur, onions or meat, aka B.O,. and this is why antiperspirants are so popular – because they stop the problem at its root cause by stopping sweat from exiting the body.

Whilst there aren’t any naturally occurring antiperspirant ingredients that acts the same as aluminium, there are natural ingredients which contain drying properties and that neutralise odour. When it comes to a natural deodorant, these are the two actions that you want to look for  and depending on your body and your personal preference, it can be either a focus on the drying properties for heavy sweaters or the odour neutralising properties.

Finding a natural deodorant with the right balance of drying properties, which doesn’t irritate the skin, and odour neutralising properties, in a form that you like (eg roll-on, paste etc) is the golden egg. The real trick is to find one that doesn go “mushy” as poorly developed deo stricks often dont have the structure that is consumer friendly. This is one key element New Laboratories has crafted in their research and development.

Get to know the list of ingredients

Like we do with our food, you also need to look at the list of ingredients when it comes to natural deodorants. For example, whilst baking soda is a highly effective drying agent in natural deodorants, it’s the biggest cause of skin irritations, especially for people with sensitive skin. Therefore if you have sensitive skin, you may want to look for natural deodorants which include arrowroot powder, magnesium, or kaolin clay instead.

When you look at the ingredients in natural deodorants they can be broken down into the following categories: drying agents, odour neutralising agents, ingredients to reduce skin irritation and scents. Drying agent ingredients can be a mix of baking soda, arrowroot powder, kaolin clay, glycerin, cornstarch and/or charcoal. Odour neutralising agents include glycolic acid, AHAs or saccharomyces; and ingredients to reduce skin irritation include shea butter, coconut oil, aloe and/or grape water. When it comes to scents, they can be anything from peppermint oil, to rose, to coconut, to lavender, citrus and/or mint. Once you understand the why behind each of the ingredients and their function, it will help you narrow down and pick the best natural deodorant for you.

Remember, when using a natural deodorant, just because you’re sweating it doesn’t mean you’ll be producing body odor. However, if you don’t like the feeling of sweaty armpits you’ll want to look for a natural deodorant that prioritises drying agents such as kaolin clay, baking soda, cornstarch etc over odour neutralising properties, so you’ll want them at the start of the ingredients list.

Another thing to remember when it comes to natural deodorants is that you’re going to need to reapply them throughout the day. If you set your expectations for a natural deodorant at the same level as a commercial anti-perspirant of only needing to apply once a day, then your expectations will never be met and you won’t be happy with any of your purchases. Don’t give up though on your natural deodorant journey as the right natural deodorant for you is out there!

At New Laboratories, we can assist you with your Natural Deo Stick  development, from formulation through to manufacturing. Our experience and marketing stories in this segment could provide you with the edge in this growing market. For more information email

From treating problem skins to hydrating and soothing, Clay has been used for centuries for it’s healing properties, and we’re convinced it will be used for centuries to come.

For those of us that have slathered a thick layer of clay on our face, we understand the indulgent feeling you get when you apply a clay mask – it’s the epitome of self pampering. 

Whilst many see clay masks as the epitome of indulgent relaxation and self pampering, depending on the type of clay and ingredients used, there are many other skincare benefits of clay masks including treating breakouts, fighting dark spots and pigmentation, reducing redness, soothing irritable skin, detoxifying skin and tightening skin. However, when it comes to clay mask ingredients, unfortunately this is where we’ve seen some brands can get it wrong.

Formulating clay masks isn’t as simple as it seems, with a fine balancing of the right clays, minerals, actives ingredients to create the right texture, feel, application and drying time. Many brands make critical errors from using the wrong type of clays, preservatives, and pH adjustments to name the obvious. Different types of clay have different uses and this is often where some brands make mistakes. For example, using bentonite on its own instead of kaolin clay for a hydrating mask or for sensitive skin.

For brands to perfect their clay mask formula, they need to ensure the ingredients they’re using aren’t cancelling each other out. For example, a clay mask that is made for sensitive or dry skin shouldn’t be combined with activated charcoal as it’s too harsh and drying for sensitive skin.  Another formula element in which brands need to perfect in their clay mask formulas is the pH level, as an incorrect pH level can be damaging to the skin. New Laboratories chemists are here to assist you in the development of your clay mask, and consult you on how to take a clay mask and turn it into your HERO product.

From a marketing point of view, the colour of the mask has key psychological impacts such as green for problem skins, and pink for hydrating and soothing. The colour pallet can be as diverse as the branding experience, and New Laboratories is one of the few cosmetic formulation development and manufacturing that has a colour cosmetics division that is skilled in both colour matching and manufacturing using mineral pigments.

The good news is that New Laboratories are very experienced in clay mask formulation and have worked with many brands to perfect their formulas to ensure their products are correctly meeting their objectives. We have in excess of 300 formulations, plus your choice of custom R&D to create unique products that can result is exclusive IP [Intellectual Property] for your brand.

Let’s also not overlook the packaging of clay masks to make the right impact on Instagram. Jars are obvious, however New Laboratories offers choices from bioplastic packaging to sustainable aluminium tubes to reflect your brand’s ethos and positioning; and yes the classic jar.

Clay masks are a great product to include or add to a brand’s line of skincare products because when they are done right they can be the hero product in a range. Plus we need more reasons to indulge ourselves with some self pampering.

At New Laboratories, we can assist you with your Clay Mask development, from formulation through to manufacturing. Our experience in the use of clays, skin care actives, colour and marketing stories in this segment could provide you with the edge in this growing market. For more information email

Over the past three years there has been a dramatic increase in the number of celebrity beauty brands launched onto the market, with great contract manufacturers behind the scenes creating the formulas you love. At our last count there are over 30 beauty brands currently on the market which are owned or co-owned by celebrities, with just over half of these being launched over the past three years. And there’s more on the way with Scarlett Johansson, Cardi B, Hailey Bieber, Harry Styles and Ariana Grande announcing this year that they’re launching beauty brands. 

Current list of celebrity beauty brands on the market:

  1. Iman Abdulmajid – Iman Cosmetics (1994) 
  2. Cindy Crawford – Meaningful Beauty (2005)
  3. Josie Maran – Josie Maran Cosmetics (2007)
  4. Gwyneth Paltrow – Goop (2008)
  5. Miranda Kerr – Kora Organics (2009)
  6. Jessica Alba – Honest Beauty (2011) 
  7. Drew Barrymore – Flower Cosmetics (2013)
  8. Kylie Jenner  – Kylie Cosmetics (2015)
  9. Hayley Williams – Good Dye Young (2016)
  10. Rihanna Fenty Beauty (2017) 
  11. Gabrielle Union – Flawless (2017) 
  12. Kim Kardashian – KKW Beauty (2017)
  13. Madonna – MDNA Skin (2017)
  14. Paris Hilton – Paris Hilton Pro DNA (2018)
  15. Lady GaGa – Haus Laboratories (2019) 
  16. Millie Bobby Brown – Florence by Mills (2019)
  17. Victoria Beckham – Victoria Beckham Beauty (2019)
  18. Michelle Pfeiffer – Henry Rose (2019) 
  19. Kesha – Kesha Rose Beauty (2019)
  20. Tracee Ellis Ross – Pattern Beauty (2019)
  21. Catherine Zeta-Jones – Casa Zeta-Jones (2020)
  22. Lauren Conrad: Lauren Conrad Beauty (2020)
  23. Taraji P. Henson – TPH by Taraji (2020)
  24. Selena Gomez – Rare Beauty (2020) 
  25. Alicia Keys – Keys Soulcare (2020)
  26. Kristen Bell – Happy Dance (2020)
  27. Issa Rae – Sienna Naturals (2020)
  28. Carmen Electra – Gogo Skincare (2020)
  29. Pharell Williams – Humanrace (2020) 
  30. Jennifer Lopez – JLo Beauty (2021) 
  31. Halsey –  About-Face (2021)
  32. Jada Pinkett Smith – Hey Humans (2021)

Celebrities are the original influencers and have been used as brand ambassadors and the faces of many many campaigns. Whilst celebrities aren’t Doctors or Dermatologists, they’ve spent years and years sitting in makeup chairs and have access to the world’s best makeup artists, treatments and products, so there’s a perceived element of expertise. If they’re authentic, transparent and honest, they can wield great influence. 

Beauty brands, be it skincare, makeup or hair care, are the new celebrity perfume. What started with Sophia Loren and Elizabeth Taylor in the 80s, ended up being an over saturated market which peaked in 2011-2012 and then consumers moved on.  

When reading articles about celebrity brands, you can’t read an article without the success of Rhianna’s Fenty Beauty being mentioned.  But why is this celebrity brand different from the rest and what is she doing differently? Why is it deemed so successful? 

Comparing Fenty Beauty to Australia’s Miranda Kerr’s Kora Organics, Kylie Jenner’s Kylie Cosmetics and Selena Gomez’s Rare Beauty; Kora Organics is 95% owned by Miranda Kerr, Kylie Jenner originally fully owned Kylie Cosmetics but in 2019 sold off 51%, and from reports Selena Gomez is the full owner of Rare Beauty.  Fenty Beauty on the other hand, whilst it was created by Rihanna, the singer only owns 15% of the brand. The remainder of the brand is owned by luxury brand giant LVMH, which is the parent company for Sephora, Belvedere Vodka, Moȅt & Chandon, Dom Pérignon, Tiffany & Co, Tag Heuer, Bvlgari, Parfums Christian Dior and Louis Vuitton.  

The partnership with LVMH isn’t the reason though for Fenty’s success, the reason for its success is that the brand was built on cultural relevance of diversity and inclusion – the brand stands for something. It’s not just a brand that is relying on the owner or co-owner’s celebrity status and social media following to sell products. When Fenty Beauty was launched, it was launched with a range of 40 different (now increased to 50) shades of foundation, which in 2017 was groundbreaking. Rihanna says “foundation is one of those areas in the beauty industry that has a big void for people at extreme ends of the shade spectrum. There’s this middle ground that’s covered really, really well. But then if you’re very pale or if you’re very dark there aren’t a lot of options. And so, I wanted to make sure that women of all skin tones were covered so they could be included in what I created”. Many other brands have now gone on to follow this trend. 

This is a similar story for Rare Beauty, where Selena Gomez has built her brand around mental health. Rare Beauty is more than a line of beauty products, Gomez has also launched a platform to help with mental health and says “I hope by sharing my own story and using my brand and platform to talk about and connect more people to resources that support their mental health, I can encourage others to get the help they need and bring more mental health services to educational settings”.

Another reason why Fenty is so successful, it is backed by quality products at reasonable prices. Whilst technically a luxury brand, the price point of products is at the lower end of the luxury market making it affordable and again inclusive. 

With more celebrity brands on their way, as celebrities monetise their fan base and use their social media reach as a marketing platform, consumers are still looking for authenticity, credibility, transparency and honesty in their beauty brands. As Kylie Jenner is now learning, just being a celebrity isn’t good enough. Celebrities need to use their brand for good, to further social issues, start conversations, solve problems and have good quality products for it to be successful. 

Which is the same for all brands and this is where New Laboratories comes in. We have in excess of 300 formulations, plus your choice of custom R&D to create unique products that can result is exclusive IP [Intellectual Property] for your brand. With over 50 years combined experience in the cosmetic and R&D sectors, we bring our extensive skills to each project and every production run. And with our knowledge base in the natural and organic sectors, we can provide packaging and marketing advice to assist to help solve social issues, start conversations and solve problems where the customer experience is at the forefront. For more information email

At New Laboratories, the client – formulator relationship always takes a commercial focus to ensure our clients have a viable, scalable and customer focused formulation that can manufactured and scaled. New Laboratories CEO Rohan Widdison’s core focus in cosmetic formulation development has been “a good formulation will make you money.” This can take many approaches, but ultimately our aim is to not only overlay a practical commercial approach but to also develop formulations that consumer’s love which is the commercial context all our clients seek. When your customer loves your product, they are more likely to repurchase, which builds loyalty and sales, but also reduces the cost of client acquisition whether you are a pure online brand or an omni channel one.

So what does that mean for our clients at the formulation stage? Its best explained by example of brands that have come to us with formulations that don’t meet their brief or brand vision, and inevitably shopped for the cheapest formulator.

We had a client who brought to us formulations that they explained were in the same price and style of the global brand The Ordinary. The only problem is that the external formulator they engaged and paid to develop the formulations, specified materials that made the cost of manufacturing more expensive than the target retail price. Clearly there was a lack of understanding by both the formulator and client that ends with such results. We see examples like this regularly in both the cost and the quality of what some formulators deliver. In simple terms, a lack of understanding of the consumer markets leads to this result, compounded by client’s price shopping for the cheapest priced formulation, not the best formulation for their brand.  This is where “a good formulation will make you money,”and misguided or cheap formulations will cost you money, impact client retention, or in some cases kill your project and brand.

The New Laboratories difference is our understanding of the retail/ consumer market, coupled with our years of experience in developing brand responsive and innovative formulations. When you engage with New Laboratories you are not working with just a formulator, you are backed by New Laboratories resources, a product development specialist you will work with, and a team with a depth of knowledge in manufacturing, formulating, brand development, and the commercial applications of cosmetic formulations.

For more information email

The benefits of CBD in skincare products such as serums and oils is driving the market growth of CBD skincare but also highlighting the development of hemp based skin care products. New Laboratories is at the forefront in the development and manufacturing of Hemp based cosmetics, developing new concepts in collaboration with our client’s brands.
“Despite this growth, CBD is still illegal in several countries which is the major restraining factor for the market growth. For example, in Australia, both CBD and THC are entirely banned from cosmetics. Also, these products are quite expensive which is also hindering the CBD skincare market to reach its full potential.” The CBD ban extends to many markets, as the regulatory systems adjust to the concept and consumer demands. [source:]

However the good news is that Hemp based products are exploding, and the range of hemp actives available are increasing yearly, with more refined and developed ingredients coming to market, to complete with established skin care regimes. By product type, Hemp based skincare oils account for a considerable growing market share for both anti-aging and acne-fighting properties, thus making them popular among consumers to maintain their skin’s youthfulness.

At New Laboratories, we can assist you with your Hemp based skin care development, from formulation through to manufacturing. Our experience in the use of Hemp actives in this segment could provide you with the edge in this growing market. For more information email

Aluminium tubes for cosmetics have become the packaging choice for 2021.  A big favourite of Instagram, this packaging style has shown new interest for its sustainability, visual impact and iconic look. The aluminium tube shows its true nature in the natural reflections of the metal look that can fuse the brand’s image to a sense of realness and authenticity.

Collapsed, squeezed, crumpled or rolled Aluminium cosmetic tubes can connect with influencers through the alignment with sustainability, and conveys a sense of being pure, further aligning the cosmetic brand with quality.

At New Laboratories we understand Aluminium cosmetic tubes, with knowledge and skills in formulating products specificially for aluminium tubes, and manufacturing capabilities from entry level to mass production.

Is your brand ready to make an impact? Talk with the Aluminium cosmetic tube experts at New Laboratories. Email

New Laboratories drives innovative product development that creates value, captures your brand’s ethos, and manufactures HERO products that consumers LOVE.

More than just a manufacturer, New Laboratories can provide startup, emerging and established cosmetic brands to help them conceptualise who they are, create brand stories, through being their back of house NPD team.

The New Laboratories team understands what creating a beauty brand is all about. Our senior management have over 30 years experience in the beauty sector locally and internationally, working with global retail giants of the likes of ULTA USA, Sephora divisions in the USA, Singapore and Hong Kong, John Lewis and SuperDrug, UK, and Mecca Australia.

Creating a successful beauty brand has critical moving parts that need to synchronize to bring life to your ideas and vision. If you have the time, experience, understanding of the key drivers and a 360°outlook on your brand, then you are ready to launch with a successful strategy.

To learn more about our brand accelerator program email

There is a story behind every amazing brand, with fame not being a guarantee of success. There is clearly a combination of many factors for the success of Kylie Jenner Cosmetics, including proven and targeted formulations, and well executed manufacturing.

This article from Econsultancy provides a small insight into the sheer scale and processes the Kylie Jenner brand employs to drive their success. For an “..empire [that] consists of just seven full-time and five part-time employees,” with manufacturing and packaging outsourced, its more than interesting to note that according to Forbes Magazine, Kylie Jenner is “the youngest-ever self-made billionaire, reaching a ten-figure fortune at a younger age than even Mark Zuckerberg.” 

For established and emerging brands, there are many takeaways from the Kylie Jenner success story. One key message is to surround yourself with organisations that can support your journey and add value to your success. Behind Kylie’s brand are a team of formulators and a manufacturer who have the skills to deliver, build scale and innovate, which cannot be underscored.

For more information on how New Laboratories can assist and add value to your brand’s journey and success email


“A 2018 report by Beauty Monitor and Celebrity Intelligence noted that 86% of brand marketers believe customized beauty solutions will be important to the success of their business in five years’ time.” []

However when it comes to personalisation of products and beauty regimes, how personal can you get and whats the driver? Drivers are coming mainly from “the rising influence of Gen Z, because Gen Zers seek to be unique and want to be catered to as individuals [,and] the call for greater diversity in beauty, which of course benefits cosmetics that cater to a wide range of skin needs and skin tones.” []. Personalisation can come from access to specialists whether in store or online with brands such as Pure & Mine providing a good example of how to execute the strategy.

The other strategy calls for brands to harness technology and develop bespoke systems to deliver real product personalisation, which can be achieved with some well thought through processes and engineering. Creating dozens if not hundreds of variations of a single cosmetic product can be achieved with intelligent formulation, manufacturing and delivery systems, such as Function of Beauty and Prose.

To find out more about our different approaches to the personalisation trend, contact New Laboratories to discover how we can create a bespoke system for your brand. Email

“When L’Oreal said last year it no longer wanted to be the number one beauty firm in the world, but “the number one beauty tech company”, it was clear things in the industry had changed.” []

Technology can deliver personalisation in ways that the traditional cosmetic counter cannot, and with consumers demanding more custom and specific results, the drive for technology solutions is the next logical step. From custom makeup solutions with infinite possibilities a traditional retail model cant address, through to exact skin care matches delivered with pin point accuracy,  the case to blend technology and beauty has become both relevant and accessible.

“According to market research firm Mintel, demand for personalised cosmetics is growing fast. Nearly half of consumers like the idea that a beauty product is personalised especially for them, and a third think such products give better results.” []

Unique and market driven new product development will be essential to how a brand executes their technology driven solutions. Formulation R&D will require clear synergies with the brand’s technology adding an essential layer to the success in migrating to a successful beauty tech company.

Our Approach

New Laboratories we continually research the latest trends in the cosmetics category, and will work with you to create value in your investment through our cosmetic formulation and manufacturing skills. Our team has years of experience in both cosmetic formulation, brand creation, and manufacturing processes that can be invaluable to your brand’s future value and asset protection. For more information email New Laboratories at

Need to know more? Contact us today to discuss your needs.