Tara gum is causing a stir in the industry as sustainability has become a priority for modern consumers – and they are becoming increasingly discerning. Instead of merely looking for products with natural or organic claims, they want to know every ingredient is sustainably synthesized or sourced. This is reflected in data; now, 41% of French consumers agree that an ethical beauty brand is worth paying more for (Lightspeed/Mintel, 2019). From binding agents to texturizers, it has to be sustainable, which is why tara gum has become one of the industries’ favourite and most-effective ingredients. Previously, a common agent used to enhance the texture and obtain the desired viscosity of a product was petroleum film. However, when it comes to sustainability, ‘petroleum’ sets off alarm bells for companies and consumers alike. In contrast, tara gum is a compelling and effective alternative. We zoom in on its benefits and properties below.