Worlée is expanding its business for cosmetic raw materials into the Home Care market. Under the new name Worlée Home & Personal Care, the company is transferring technologies and application expertise from Personal Care to household formulations. The expansion starts with two products, WorléeCC 994 and WorléeRheo 510, for applications across Dishwashing, Fabric Care and Surface Care.
Personal Care expertise meets evolving Home Care requirements
Household products are increasingly expected to deliver more than functionality alone. In dishwashing liquids, detergents and surface cleaners, product aesthetics, texture, flow behavior and the overall experience during use are gaining importance. Requirements traditionally associated with high-quality Personal Care formulations are therefore becoming increasingly relevant in Home Care.
“We see Home Care evolving beyond pure functionality. Product aesthetics, texture and the experience during use are becoming increasingly relevant – areas we have been working with for many years in Personal Care. Expanding into Home Care is therefore a natural next step for us. We can transfer existing technologies and formulation know-how into applications that are facing increasingly similar requirements,” says Dr. Jens Heilmann, Head of Home & Personal Care at Worlée.
Rheology is one area where these requirements converge. Beyond providing viscosity and stability, modern formulations may require controlled suspension, transparency and specific flow characteristics without compromising the intended product aesthetics or user experience.
Two solutions for rheology and suspension
With WorléeCC 994 and WorléeRheo 510, Worlée introduces a powerful duo designed to address the evolving aesthetic and functional demands of modern household formulations.
WorléeCC 994 offers an advanced, bacterial cellulose-based solution for suspension. Produced via non-GMO fermentation, this highly efficient rheology modifier has a Natural Origin Content of 99.1% according to ISO 16128. Its optimized yield-stress structure effortlessly enables insoluble particles, such as care beads, fragrance capsules and opacifiers, to remain suspended while maintaining a smooth flow behavior.
Designed for maximum formulation efficiency, WorléeCC 994 is a ready-to-use, cold-processable liquid that requires no high-shear mixing and performs reliably across a wide pH range without compromising viscosity.
WorléeRheo 510 is a high-performance, acrylate-based liquid rheology modifier that is formulated entirely free of microplastics. It creates an invisible, stabilizing three-dimensional network within the formulation, ensuring precisely controlled flow behavior. Under pressure, the product dispenses easily, while its structure rapidly rebuilds at rest. This mechanism provides excellent thickening properties and allows for the permanent stabilization of functional particles.
In suitable formulations, WorléeRheo 510 enables a highly transparent, glass-like appearance, making it the ideal choice for premium applications such as crystal-clear hand dishwashing liquids and high-performance liquid detergents.
Two markets, shared formulation expertise
With the transition to Worlée Home & Personal Care, Worlée brings together two application areas that increasingly share formulation requirements. The established Personal Care portfolio continues to serve Skin Care, Hair Care, Cleansing and Color Cosmetics, while the expanded business now includes solutions for Dishwashing, Fabric Care and Surface Care.
The new name reflects this broader scope and the company's approach of transferring technologies and formulation experience from Personal Care into new Home Care applications.
About Worlée Home & Personal Care
Worlée develops and manufactures raw materials for Home & Personal Care, with a special focus on bacterial-based cellulose rheology modifier solutions. Its Personal Care portfolio supports skincare, haircare, cleansing and color cosmetic formulations and includes rheology modifiers, polymer film formers and functional particles, complemented by selected botanicals, emollients and natural exfoliants.
With application know-how and in-house development capabilities, the company creates tailored raw material solutions to meet specific formulation and performance requirements. As a family-owned company with more than 175 years of experience, it combines long-term reliability with continuous innovation.