Why is texture so important to personal care and skincare products?

Consumers today expect to be wowed by a personal care product, and texture is crucial in this process. It occurs in the first instance due to the aroma, which is the primary criterion for first product purchase and subsequent brand loyalty. The second factor is touch, which is a sensory factor. Humans are connected to the world through their senses, thus it's critical to provide them with a positive sensory experience when using a product. People no longer solely value a product by how effectively it performs but they now particularly like it when a texture changes when it comes into contact with their skin or hair. Brands have recognised this and have directed their formulators to develop new components that combine the strength of many textures to increase the consumer's enjoyment of the product. To create textural transformations formulators working swiftly to align formulations with this latest sensory trend by using particular components and scientific understanding to change the texture of a cosmetic product that stands out in the market.