Natura products have an intimate relationship with consumers' skin. It has been years of direct contact – cleansing, hydrating, perfuming. But this relationship was built gradually, and for that to happen, it was necessary to develop essential technologies to ensure their effectiveness and protection against possible unwanted effects.
For Natura, safety is serious business. The company requires that all products that reach the hands of consultants, the shelves of stores, and the homes of consumers comply with strict dermatological and ophthalmological protocols, so there are no doubts about their safety – and that they will never cause any type of irritation or discomfort.
Moreover, the product "claims," that is, the highlighted benefits when promoting each of the lines – come from exhaustive clinical and instrumental studies conducted in high-tech laboratories, proving the effects of the formulas, such as the potential for removing dirt/residues from the skin, for example. With this scientific mastery, Natura ensures transparency in the development process, achieving the promised results and, at the same time, user satisfaction.
Technologies for product safety and a meticulous approval process for innovations are fundamental parts of the innovation process. The case of Natura Chronos Purifying Micellar Water provides a good example of how this occurs.
During the safety evaluation process, Natura uses integrated strategies with different tests that allow assessing whether a new ingredient is safe and effective under the product's conditions of use. Tools in silico (software capable of predicting risks related to allergies or systemic problems), 3D models of skin or equivalent cornea, large-scale evaluation techniques using computational biology, which allows identifying the potential of the ingredients, are utilized. The final product is formed by the combination of various ingredients, studied individually in a process called risk assessment. Once the above stages are completed, and the ingredients and formulation are considered safe, clinical studies on human volunteers are conducted to confirm their safety.
These studies are conducted through scientifically valid methods with the oversight of specialist doctors (dermatologists and ophthalmologists), aiming to prove the compatibility and acceptability of the product with the skin under conditions of use, adhering to ethical research principles involving human beings as per the Declaration of Helsinki, the Good Clinical Practices described in the 2005 Americas Document, and Resolution 466/2012 from the Ministry of Health (Published on June 13, 2013). With satisfactory results obtained, the products are registered with ANVISA for commercialization.
After going through these different stages and evaluation criteria, Natura Chronos Purifying Micellar Water could be offered with maximum efficacy and safety for the consumer. Providing a formulation that guarantees skin cleansing without aggression, the makeup-removing action, and skin care, as it also promotes hydration – immediate and prolonged – and contains an active ingredient that protects collagen and elastin fibers, which ensure skin elasticity.
