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The new corporate brand name encompasses its extensive cosmetics offerings.
May 29, 2025
By: TOM BRANNA
EMD Electronics, the US entity for Merck KGaA, Darmstadt, Germany, launched Susonity. The new corporate brand name encompasses the extensive effect pigment, UV filter, DHA, functional filler and skincare actives portfolio within the cosmetics offerings. The move is in preparation for the upcoming sale of the pigments division.
“This transformation represents more than just a name change—it reflects our commitment to delivering infinite possibilities for our customers, going far beyond effects to create meaningful impact,” said Mike Blazejowski, VP-Americas. “Susonity is all about impact.”
Susonity continues to offer effect pigments made in Savannah, GA, USA, Gernsheim, Germany and Onahama, Japan.
“We recognize that our customers are dealing with a challenging environment right now—especially in the United States. Being able to offer our customers choices in where products are produced translates into supply reliability, consistent quality and the exceptional innovation that they are used to getting from us,” said Susonity CEO Jeff White. “That’s a core strength that brings our customers confidence and why they see us as a leader in the pigments industry.”
In addition to pigments, Susonity offers a broad portfolio of organic and inorganic UV filters, DHA and skincare ingredients and other cosmetic actives.
“New customers are sometimes surprised to find out that our portfolio of cosmetic actives is so broad. “From a technical perspective, our strength is in giving formulations the things that make them stand out. UV protection with our UV filters, photostabilizers and antioxidants, immediate optical benefits from our functional fillers, claims from our diverse portfolio of actives with extensive technical studies, and pigments that add a touch of glow, or unlimited effects a formulator desires,” said Qinyun Peng, head of application technology for the Americas. “Skincare never looked so good and our labs are here to help.”
The closing is anticipated for the end of July 2025. Representatives from Susonity will be available at NYSCC to discuss in more detail. For more information, visit surface-portal.emdgroup.com/US/en.
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