“We have ensured that these powdering places hit two important grades: they are effective, but not stripped, and they create a fantastic foam to achieve a sensory experience – there is always something satisfactory in a foaming foam to symbolize effective cleaning,” explains Nicola. “The magic behind our powdering is sodium carboxymethyl starch, a superdisintrant that comes from potato strength that swells after contact with water and enables the surfactants to work and activate the fragrance.”
Another important difference that I noticed between powder and liquid versions was that the dry formulas had a stronger fragrance projection – it filled my entire shower without being overwhelming. “We also used innovative spray-dried technology to capture our signature fragrances, which means that the fragrance is really alive as soon as it mixes with water,” adds Nicola.
