Azelis, a global distributor of specialty chemicals and food ingredients, operates across 65 countries and supports formulation development and technical problem-solving across the Life Sciences and Industrial Chemicals sectors.
BASF’s press announcement detailed that both organizations “look forward to a seamless transition, providing uninterrupted service and accessibility to BASF’s portfolio of personal care products.”
CosmeticsDesign spoke to Andrés López, Director of Sales & Customer Experience, Personal Care North America at BASF, and Terry Mullin, Vice President of Corporate Communications and Marketing Americas at Azelis, for their insights into the strategy behind the distribution agreement strategy, transition plans, and future goals following partnership implementation on July 1.
Strategic alignment to enhance customer experience
According to López, the shift aligns with the company’s long-term strategy to enhance customer experience and deepen collaboration with key partners in the personal care sector “by strengthening collaboration with industry-leading distributors that bring added value in innovation, technical expertise, and market insights.”
He highlighted the capabilities of Azelis’ DeWolf Chemical and Ross Organic companies, specifically, their experienced cosmetic chemists, application labs, marketing strengths, and technical sales teams.
“The collaboration ensures that BASF remains agile, forward-thinking, and customer-centric, solidifying its role as a leader in the evolving market,” he added.
Operational benefits and transition plans
BASF customers can expect several operational enhancements as part of the new arrangement. López outlined key benefits, including “improved supply chain reliability with a more streamlined distribution model” and “consistent and expanded access to BASF’s portfolio through Azelis’ established presence in the personal care industry.”
He also emphasized that innovation will be a focal point, supported by Azelis’ technical resources. “Innovation-driven initiatives, leveraging Azelis’ expertise to bring cutting-edge formulations and technical support to customers,” he said, are among the expected outcomes.
To ensure a seamless transition, he added, BASF will conduct direct outreach and address inquiries during industry events, including NYSCC Suppliers’ Day in New York this June.
Advancing sustainability through collaboration
Sustainability remains a central objective of the partnership. López noted that “sustainability forms the cornerstone of both companies’ strategies,” an initiative driven by rising consumer demand for responsible, environmentally conscious, and ethically sourced products.
Azelis’ recently launched Impact 2030 program is expected to play a key role in this area by enhancing product transparency and enabling informed choices, he added.
“Together, BASF and Azelis are committed to reducing their environmental footprint across the value chain while providing the most advanced sustainable ingredients for personal care products,” he said.
Market insights and innovation acceleration
Mullin described the new collaboration as an opportunity to capitalize on the distributor’s national footprint and market intelligence capabilities. “Through our new nationwide partnership, Azelis Personal Care is strategically positioned to identify market trends earlier and coordinate more seamlessly between contract manufacturers and brands,” he said.
This enhanced coordination is expected to support faster product development cycles and earlier market introductions. “By leveraging our nationwide intelligence network, BASF can accelerate product development cycles and deliver first-to-market innovations that precisely address evolving customer needs,” he added.
He also pointed out that Azelis’ access to the indie-brand and contract manufacturer ecosystem “not only shortens the innovation timeline but significantly increases the likelihood of commercial success” moving forward.