A high demand for beauty care products coupled with increased environmental awareness in young consumers has helped Veocel, Lenzing’s flagship specialty nonwoven brand, achieve growth in the double-digits in Asia through innovative nonwovens applications—its highest-ever growth even before the COVID-19 pandemic.
“We have observed a significant behavioral change in consumers since the beginning of the pandemic,” said Steven Tsai, senior regional commercial director for Nonwovens Asia. “As people spend more time at home, they are prioritizing self-care, causing them to invest in products which will improve their personal wellbeing.”
Given a rise in environmental consciousness among young consumers, Veocel has been expanding its partner and customer networks in the southeast Asian region. For the past two years, Veocel’s logo has been emblazoned on personal hygiene and beauty care products made from cellulosic and biodegradable fiber materials and has since established a significant benchmark for the industry represented by its vast brand partner portfolio, which the Veocel brand exhibits across Asia. Brands like Annie’s Way, Sensatia Botanicals and Watsons’ HA facial sheet mask collection currently use its Lyocell fibers, which are 100% botanic origin and eco-friendly. Complementing these fiber features is Lenzing’s patented Translucency technology, which leaves the skin with a tender, luxurious feel.
Other Veocel products utilizing Lyocell fibers include feminine hygiene product brands Yejimiin Forest Story in Korea and Kotex Nature in China. China uses 100% Veocel branded Lyocell fibers as the top sheet of their sanitary napkins. Marrying the launch of these fibers with patented Dry technology are beneficial to such products whose core function is to provide a feeling of dryness for the wearer to ensure the best comfort.
With the European Commission’s Single-Use Plastics Directive’s June confirmation of the branded fibers as sustainable alternatives to single-use plastics in several everyday applications, Veocel foresees new business opportunities in Asia. The move is something Tsai says has set a new industry standard expected to positively impact Asia.
“We hope the directive will encourage brands and business partners to re-evaluate global best practices and switch to more eco-friendly alternatives, such as Veocel branded Lyocell fibers,” Tsai said. “We are currently exploring the unlimited possibilities of eco-friendly nonwovens fiber to support the growing demand for sustainable materials in Asia.”