IFF Launches Xelestia Fantasy-Inspired Formulas

IFF introduces Xelestia, its 2025 concept formulation collection for skincare and haircare. To promote the brand, IFF introduced a mobile game, Xelestia: The Game. It highlights how personal care brands can leverage the rising trend of phygital escapism and immersive experiences. Xelestia features four imaginative terrains. Players collect virtual formulation prototypes inspired by diverse landscapes. Xelestia will be showcased at In-Cosmetics Global, April 8-10, Amsterdam.

“Consumers increasingly navigate between real and virtual worlds. Younger consumers are especially eager to interact with digital elements that blur the lines between reality and imagination,” explained Bernardo Fleming, director of trends and foresights, IFF Scent. “Gamification is one way brands can improve engagement with consumers—offering escapism and adventure.”

Escape the Ordinary

Leveraging PANOPTIC, its proprietary trend and foresight platform, IFF spotlighted “experiences amplified” as a pivotal trend shaping personal care in 2025. Despite the uncertain economic climate, consumers seek immersive, creative, affordable treats that provide micro-moments of joy in an otherwise chaotic world. IFF’s research shows that shopping is a multi-sensory experience. For instance, 86% of those who purchased in-game items also purchased the corresponding physical product.

Where Real and Digital Worlds Meet

In-Cosmetics Global visitors can explore the immersive experience trend firsthand with IFF’s mobile game. Players travel through four captivating fantasy realms. Each reflects the unique sensorial profiles of a concept in the Xelestia collection. The game can be played by visiting the Xelestia product webpage.

Neptunian Shores: A fascinating underwater world brimming with mystery and hidden treasures.

Silva Lumina: An enchanted woodland setting pulsing with bioluminescent energy.

Cosmic Odyssey: An out-of-this-world adventure that plays with the vastness of space.

Cloud Sanctuary: A peaceful retreat to envelope players with cozy, soft textures.

Making Joy Through Science and Creativity

Each concept formulation within the Xelestia collection is derived from its unique fantasy terrain within Xelestia: The Game. For example, Cosmic Odyssey visitors experience a purifying shampoo paste containing less than 15% water. This concentrated shampoo paste includes IFF’s multi-award-winning biopolymer Aurist AGC for improved hair conditioning and enhanced detangling. Its fragrance is a throwback to IFF’s historic 2002 NASA partnership project. A live rose was sent into space with the Discovery shuttle, allowing the company to uncover new olfactive dimensions of the flower. The fragrance includes Cypress Ultimate Absolute from the Active Essences collection of LMR, IFF’s in-house natural ingredients specialist. Its cosmetic benefits include protecting hair against UV damage and oxidative stress.

Other formulations in Xelestia collection include a HydraPearl face serum containing Genencare OSMS BA (Betaine), a hair and scalp mask featuring Genencare OSMS MI (Inositol), and a foam body lotion with GenenCare XL (Xylitol).

Drawing Inspiration from Virtual Environments

“Xelestia encapsulates the blurring of the virtual and physical worlds. It offers product concepts that transport users to fantastical realms, and taking them on a journey of sensory indulgence,” said Johan Jansen-Storbacka, director of personal care, at IFF Health & Biosciences. “By launching Xelestia, we aim to inspire brands to elevate real-life experiences through interactive and innovative features, transforming shopping into an immersive, multi-sensorial journey.”

The formulation collection and game will be showcased at In-Cosmetics Global in Amsterdam at Stand 12H60 from April 8-10. In addition, the LMR Naturals team, in collaboration with the IFF Scent team, will showcase its latest innovations in natural extracts for cosmetic and fragrance solutions.