Advancing sensory insights: Croda Beauty expands SenStories™ to elevate formulator experience
05 December 2025: Croda International Plc (“Croda”), the company that uses smart science to create high-performance ingredients and solutions that improve lives, is proud to announce a significant update to its groundbreaking SenStories™ selector tool. This sensory-driven formulation tool now features five additional emulsifiers and emulsifier combinations, further enhancing its ability to help formulators achieve precisely tuned sensory experiences.
SenStories bridges the gap between science and consumer expectation. It translates complex sensory experiences into intuitive, consumer-focused descriptors, enabling formulators to confidently craft skin care with targeted sensory profiles that genuinely resonate with end users. This expansion enriches the tool’s content and capabilities, making it even more responsive to the demands of modern beauty formulation.
Sandra Breene, President Consumer Care, tells us: “The expansion of our SenStories tool is a powerful confirmation that our customers truly sit at the heart of everything we do. By deepening our sensory insights and translating them into tools that empower formulators, we’re ensuring that every innovation we deliver is shaped by real consumer needs and expectations.”
What’s new in SenStories™:
- Expanded emulsifier portfolio: five additional emulsifiers and blends have been integrated, broadening scope for sensory innovation
- Refreshed, intuitive interface: an optimised layout and enhanced navigation streamline the user journey, enabling faster ingredient discovery
- Enhanced filtering options: newly introduced filters include vegan suitability and ISO 16128 compliance, supporting formulation choices that meet both sensory and regulatory standards
Find a step-by-step guide on how to use the SenStories tool below:
These upgrades remove the trial and error from formulation development, allowing tailored ingredient recommendations based on accreditation and compliance, technical performance and utilisation of a bespoke algorithm to match resultant sensory experience with consumer language. Resulting in faster ingredient selection with confidence that the resultant formulation sensory will match consumer expectations.
Magali Bonnier, Research & Technology Specialist said: “At Croda Beauty, we’re passionate about empowering formulators with tools that simplify complexity. The enhanced SenStories tool is a perfect example of how we’re combining science, innovation and user-centric design to support the creation of beauty products.”
To explore the new SenStories™ experience and discover how the right emulsifier can elevate your formulation journey, visit the SenStories selector tool.
ENDS
For media enquiries, please contact:
Mariana Wood, Croda Press Office
+44 7780 987 136
media.enquiries@croda.com
Notes to Editors
About Croda
Croda is a specialty chemicals company that creates high performance ingredients and solutions principally for Consumer Care and Life Sciences markets. Established 100 years ago in 1925 and headquartered in the UK, Croda is a FTSE 100 company with over 5,800 employees across 94 locations in 36 countries. Revenues in 2024 were £1.6bn.
As the name behind some of the world’s most successful brands, we combine our knowledge, passion and entrepreneurial spirit to develop and supply innovative ingredients relied on by industries and consumers around the world. Our smart science is found in products that touch our lives every day from sun protection to life-saving pharmaceuticals and formulations that enhance crop yields.
With a shared Purpose to use Smart science to improve lives™, and with around two thirds of its organic raw materials already from bio-based sources, Croda has committed to be the most sustainable supplier of innovative ingredients, becoming Climate, Land and People Positive by 2030 while providing solutions to some of the world’s biggest challenges.
To find out more about Croda visit: www.croda.com
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