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Croda - Trying to understand the best fit
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Manjushree Naik
April 20 , 2026
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Croda has been in the market of beauty care, personal care and flavour and fragrances for more than 100 years. The company operates globally with a balanced footprint across 92 sites, constituting global manufacturing, with local sales offices and innovation centres. Its footprint balances the need for efficient manufacturing operations with its desire to be close to customers. Their 24 principal manufacturing sites are complemented by 19 local manufacturing sites that typically support their fragrances and flavours and seed enhancement businesses. All the locations have externally validated decarbonisation roadmaps in place. Medhee Jarumaneeroj, regional marketing director - Asia, Croda,
delves deeper into what the company stands for in its journey across the globe.
Speaking at the recently-held PCHi 2026 show in Hangzhou, Jarumaneeroj gave details on the product launch that the company carried out at the event. He said, “Today, we had a global product launch for improvement on the skin hydration and skin barrier functions. It can enhance the formulations to work with the skin in a better way. And, this particular product has evolved throughout two decades of the development.”
He added, “From the R&D standpoint, we studied what could be the product durability in terms of skin barrier functions and also the way molecules have been integrated and give a better kind of hydration effect to the skin. At the same time it works well with the emollient functions that going to be formed into the formulations and the development into the products because these days if you look at the trends consumers look into two things. The first is efficacy and the second is sensory and that’s why this particular product has been developed on the trends that the consumer is seeking for which is highly efficacious in the form of delivering system and sensory is based on the spendability and soothing that the consumer get from the product.”
As for challenges, Jarumaneeroj stated, “When we do market by market, the business will have different expected needs and also the segment they are working on when we go with the customer we try to understand what is the business challenge they have been facing with their brands and also with the consumer challenge at the moment and also we are going to reflect them through our solutions and ingredients. The benefits that the customer in every single market Croda has been is because we have multiple countries operations and lot of insight from different markets. Those kind of things we can factor in when we have a conversation with them on what would be the best solutions that really tackle your business challenge. Those kind of things can delight a consumer in a different manner because sometimes when we talk about the market itself if you think about generation at different levels some market would like to get into a younger generation while some into senior generation. The skin benefits and expectation are totally different.”
According to him, there is no difference in terms of the product but there will be difference in terms of the formulation that they design for the consumer as far as Croda products in different countries are concerned. “At the ingredients level, we try to understand the best fit with their needs and based on their productions and formulations that they are looking for and we suggest levels of usage of those that they are going to use those products but in the end it depends on the formulations and designs of the product, which is in line with their brand compositions and also what would they like the things to be conducted with their products.”
The company is strong in China and India markets and in the UK it is supplier for manufacturers for many years. “We just celebrated last year 100 years anniversary.”
Giving more details on the Indian market, Jarumaneeroj observed, “As you look at India market, it is more and more embraced into the next levels of beauty. In the past, we have seen just only the bio market entry and also shampoo, conditioners. However, one of the surprising facts is that sun protection product has been growing a lot in India market. Another fascinating factor is that there is an Asia consumer classic trend. The consumer is kind of trying to go back into the nature, blending natural ingredients into the regimens they have been using. In China, we see Traditional Chinese Medicine has been growing in skin care. In India, Ayurveda is unbelievably well embraced with the market and this kind of trend is not just only for Indian market but it is spread all over.”
He added, “In the Indian market, it is how we delight the consumer that is based on the needs and behaviour of the consumer. I think India is big in size and at the same time it has variety of needs depending on the segment and target consumer. With accessibility, consumer can see the product from anywhere in the world. Their expectations about the product have been moving very fast too and as a solution provider for the customer we need to be able to kind of advice and consult them on what could be the right solutions in a timely manner.
On an ending note, he stated, “We are trying to make Asia fastest growing as Asia beauty seems to influence so many other countries. In recent years, K beauty has been evolving in markets such as Europe and North America. We would think about the trend from Asia beauty standpoint can influence the other markets in the world and that is why we put a lot of effort in Asia.”
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