Worlée expands portfolio into home care market

GERMANY – Worlée,  a family-owned German supplier of raw materials, is extending its cosmetic raw-materials business into household products under the new name Worlée Home & Personal Care. 

The company will apply technologies and formulation knowledge developed for Personal Care to Home Care products, starting with two rheology and suspension ingredients, WorléeCC 994 and WorléeRheo 510, for dishwashing, fabric care, and surface care applications.

Household products are no longer expected only to clean or wash effectively. Consumers increasingly value appearance, texture, ease of flow, and the overall sensory experience of dishwashing liquids, detergents, and surface cleaners, qualities long associated with premium Personal Care formulations.

Dr. Jens Heilmann, Head of Home & Personal Care at Worlée, said the company sees Home Care developing beyond basic functionality, with aesthetics, texture, and in-use experience becoming more important. 

He described the expansion as a natural progression because Worlée can transfer its established Personal Care technologies and formulation expertise to applications with increasingly similar requirements.

Rheology is a central point of overlap between the two markets. Modern formulations may need not only viscosity and stability, but also controlled suspension, transparency, and specific flow properties, without sacrificing the product’s appearance or user experience.

WorléeCC 994 and WorléeRheo 510 are designed to meet the evolving functional and aesthetic demands of contemporary household formulations.

WorléeCC 994 is an advanced suspension agent based on bacterial cellulose and produced through non-GMO fermentation. It has a Natural Origin Content of 99.1% under ISO 16128 and functions as a highly efficient rheology modifier.

Its optimised yield-stress structure keeps insoluble components, such as care beads, fragrance capsules, and opacifiers, uniformly suspended while preserving smooth flow. The ingredient is supplied as a ready-to-use, cold-processable liquid that does not require high-shear mixing and performs across a broad pH range without reducing viscosity.

On the other hand, WorléeRheo 510 is a high-performance, acrylate-based liquid rheology modifier formulated entirely without microplastics. 

It forms an invisible three-dimensional stabilising network that gives formulators precise control over flow behaviour.

According to the company, the product dispenses readily under pressure but quickly rebuilds its structure when at rest. 

This behaviour delivers strong thickening performance and enables the long-term stabilisation of functional particles. 

In suitable formulations, it can create a highly transparent, glass-like appearance, making it especially suitable for premium products such as crystal-clear hand dishwashing liquids and high-performance liquid detergents.

The company’s established Personal Care range will continue to serve Skin Care, Hair Care, Cleansing, and Color Cosmetics, while the expanded business now also covers Dishwashing, Fabric Care, and Surface Care.

The new name captures Worlée’s strategy of adapting technologies and formulation experience from Personal Care to new Home Care applications.

Worlée develops and manufactures raw materials for Home & Personal Care, with particular expertise in bacterial-cellulose-based rheology modifiers. 

Its Personal Care portfolio includes rheology modifiers, polymer film formers, and functional particles, alongside selected botanicals, emollients, and natural exfoliants.

Supported by application know-how and in-house development capabilities, the company creates customised raw-material solutions for specific formulation and performance needs. 

As a family-owned business with more than 175 years of history, Worlée combines long-term dependability with ongoing innovation.

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