Lubrizol Pushes Sustainable Makeup Boundaries with Proven Performance and Alluring Textures

May 2, 2024

CLEVELAND, Ohio,  –  Lubrizol Life Science Beauty (LLS Beauty) introduces Makeup for NONconformists, Chromatic Rules, a new makeup concept that smartly combines various readily biodegradable and high natural origin content ingredients to deliver performance and texture versatility that the modern makeup routine demands. 

The Chromatic Rules concept reflects the evolution of eco-conscious consumers who demand more than traditional sustainable products can offer and at the same time expect the diversity of formats, design and textures in conventional makeup for their empowerment and self-expression. 

Lubrizol’s Chromatic Rules concept introduces a collection of formulations featuring ingredients with newly tested benefits for makeup applications:

Kelo-CareTM diutan gum is the power behind our Matt-finish Watery Primer and Soft and Lift Mascara Primer formulations.

The first step of the makeup routine is stabilized by formulations with PemuPurTM START polymer, such as the Glow-all-around Tinted Serum.

Help consumers keep their makeup where it is and thicken oil systems to create surprising textures for eyes and lips with OilkemiaTM Alpha polymer, part of Color-blazing Lip Jelly and Silky and Creamy Eyeshadow Stick formulas. Bold tones for lips and eye formulations are possible because of natural origin content pigment dispersants, such as MatrifuseTM NP dispersant.

Chromatic Rules combines high performance with sustainable properties to create makeup with sensory textures for NONconformists. 

Learn more about Chromatic Rules


About The Lubrizol Corporation

The Lubrizol Corporation, a Berkshire Hathaway company, is a specialty chemical company whose science delivers sustainable solutions to advance mobility, improve wellbeing and enhance modern life. Founded in 1928, Lubrizol owns and operates more than 100 manufacturing facilities, sales and technical offices around the world and has more than 8,000 employees. For more information, visit

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Media Contacts

Dorota Niemczycka

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