EMD Electronics unveils new brand for cosmetics portfolio in advance of pigments division divestment
This transformation reflects the company’s commitment to expanding its presence in the beauty and personal care industry.
USA – EMD Electronics, the US entity of Merck KGaA, Darmstadt, Germany, has launched Susonity, its new brand that consolidates its cosmetics portfolio, marking a strategic shift ahead of the anticipated divestment of its pigments division.
This transformation reflects the company’s commitment to expanding its presence in the beauty and personal care industry, ensuring continuity and innovation despite the upcoming structural changes.
Susonity encompasses a broad range of cosmetic ingredients, including effect pigments, UV filters, DHA, functional fillers, and skincare actives.
EMD Electronics aims to provide greater clarity and accessibility for its customers while reinforcing its expertise in high-performance beauty formulations by unifying these offerings under a single brand.
Mike Blazejowski, VP-Americas, said, “This transformation represents more than just a name change; it reflects our commitment to delivering infinite possibilities for our customers, going far beyond effects to create meaningful impact.”
“Susonity is all about impact.”
The company’s effect pigments, manufactured in Savannah, GA, Gernsheim, Germany, and Onahama, Japan, remain a cornerstone of its cosmetics portfolio, ensuring consistent quality and supply reliability across global markets.
Beyond pigments, Susonity’s UV filters and skincare actives play a crucial role in enhancing formulations, offering photostabilizers, antioxidants, and functional fillers that contribute to advanced sun protection and skin benefits.
This comprehensive approach underscores EMD Electronics’ dedication to scientific innovation, ensuring that its cosmetic solutions continue to meet the evolving demands of consumers.
Qinyun Peng, head of application technology for the Americas, stated, “From a technical perspective, our strength is in giving formulations the things that make them stand out.”
“UV protection with our UV filters, photostabilizers and antioxidants, immediate optical benefits from our functional fillers, claims from our diverse portfolio of actives with extensive technical studies, and pigments that add a touch of glow, or unlimited effects a formulator desires.”
The launch of Susonity comes as EMD Electronics prepares for the sale of its pigments division, a move designed to sharpen its focus on electronics and semiconductor solutions.
Despite this transition, the company remains committed to delivering high-quality cosmetic ingredients, ensuring that its customers continue to benefit from cutting-edge formulations and technical expertise.
Meanwhile, representatives from Susonity will be available at NYSCC to discuss the brand’s vision and future direction, reinforcing its role as a leader in beauty science and innovation.
Sign up to receive our email newsletters with the latest news updates and insights from Africa and the World HERE.
