P&G files patent for cleansing balm with natural wax structurants

P&G’s new patent is potentially significant as it responds to growing consumer demand for products with cleaner, naturally sourced ingredients, while maintaining product performance.

The patent describes an “oil-based cleansing balm that includes natural or naturally derived waxes as a structurant,” which provide the texture, stability, and hardness needed to create a solid yet spreadable balm that transforms into an oil when applied to the skin.

Cleansing balms have grown in popularity as an alternative to traditional liquid or bar cleansers, offering a gentler approach to removing impurities, makeup, and sunscreen. According to P&G, “many consumers want a facial cleanser that removes excess oil, impurities, makeup, sunscreen, and other skin care products while gently cleansing the skin leaving skin feeling hydrated and silky smooth.”

Cleansing balms are especially valued for their ability to remove dirt and oil without over-drying the skin.

A focus on natural structurants

The primary innovation of P&G’s formulation lies in its use of natural structurants instead of synthetic or petroleum-based options. Current cleansing balms often rely on polymer structurants such as polyethylene or petroleum-derived ingredients like paraffin and petrolatum to achieve stability and consistency.

However, P&G recognizes the demand for more natural alternatives: “Some consumers prefer products with a natural or naturally derived structurant,” the patent noted.

The challenge with natural waxes is their compatibility with high oil content. Many natural waxes struggle to create a balm with the right texture and stability across a range of temperatures, which is critical for handling, storage, and product longevity.