Consumers often associate foam with cleaning. Finding the right balance of sensory aspects along with foam appearance is key. Milder surfactants offer a broad variety of different foam properties and hence enable tailor-made solutions for each application. Apart from cleansing effectively, mild surfactants are extra gentle to skin and hair. Using sulfate-free options, the natural moisturization barrier of skin is not disrupted, resulting in a protection of lipids and proteins and hence less skin irritation. For optimal skin and hair health it is essential to balance effective and mild cleansing, but consumers also expect natural and sustainable options.