RheoCosmetics: Flow and Performance (RVF 2026)

Organizers

Jéssica Bassi da Silva (State University of Maringá)
Marcos Luciano Bruschi (State University of Maringá)
Giovanna Carla Cadini Ruiz (State University of Maringá)
Michelly de Sá Matsuoka (State University of Maringá)
Pharmacy students (State University of Maringá)
Academic members of the Cosmetology Academic League UEM

Summary

The RheoCosmetics project is an outreach and education initiative designed to introduce rheology through cosmetic science by integrating teaching, public engagement, and industry interaction at the State University of Maringá (UEM). The project is led by Jessica Bassi da Silva (Project Lead and Coordinator), with team members Marcos Luciano Bruschi, Giovanna Ruiz, Michelly Matsuoka and the academics of the Cosmetology Academic League of UEM. The project is built on the perspective that rheology is present in everyday life, particularly in cosmetic and personal care products such as shampoos, creams, and gels, and that these familiar materials provide an accessible and engaging pathway to explore complex scientific concepts. RheoCosmetics aims to bridge the gap between advanced rheology and the general public, including primary and secondary school students, by translating key concepts such as viscosity, viscoelasticity, stability, and flow behavior into intuitive, hands-on experiences. By connecting rheological properties to sensory perception and product performance, the project highlights the relevance of science in daily routines while fostering curiosity and critical thinking.

Core activities include interactive workshops in schools and/or demonstration sessions in science fairs, and lab-based experiences led by trained undergraduate and graduate students. These sessions combine short, accessible explanations with practical experiments, such as comparing textures of different cosmetic formulations, exploring flow and spreadability, and investigating structure-property relationships in gels and emulsions. Whenever possible, activities emphasize the scientific method and connect observations to real-world applications in the cosmetic and pharmaceutical industries. In parallel, RheoCosmetics develops digital content, including short educational videos and webinars, to expand its reach and engage broader audiences. The project also promotes interaction with industry professionals through invited talks in the webinars, strengthening the connection between academic training and real applications. Additionally, RheoCosmetics incorporates an inclusion component by highlighting the role of women in rheology and encouraging participation from underrepresented groups. Undergraduate and graduate students are actively involved as facilitators, enhancing their communication and leadership skills. Overall, RheoCosmetics fosters science communication, early engagement in Science, Technology, Engineering e Mathematics (STEM) areas, and a broader understanding of rheology as a key discipline underlying the performance and experience of everyday products.

Expected Outcomes

• Development of three short educational videos and one digital booklet covering basic aspects of rheology applied to cosmetic products (e.g., ‘Why does shampoo flow?’, ‘Cream vs. lotion: what’s the difference?,’ ‘The science behind cosmetic texture’), produced in the local language (Portuguese) and English.
• Development of three short videos of women who work with rheology for the ‘She flows’ series.
• Delivery of one webinar on Rheology Applied to Cosmetic Products targeting undergraduate and graduate students.
• Engagement with at least one public school and/or local science fair through in-person workshops and interactive demonstrations.

Metrics of Success:

• Number of participants in webinars and outreach activities (schools/science fairs).
• Digital engagement metrics, including video views and downloads of educational materials.
• Increase in the number of UEM students and local professionals joining the Society of Rheology (SOR).
  

  

Timeline (12 months):

• Months 1-3: Project planning, acquisition of consumable materials, and development of educational content (digital booklet and scripts).
• Months 4-6: Production of the ‘She flows: Women in Rheology’ video series and short educational videos on cosmetic rheology.
• Months 7-10: Implementation of school workshops and/or participation in local science fairs; delivery of the webinar.
• Months 11-12: Impact evaluation, self-assessment of project activities, data analysis, and preparation of the final report.

Impact on SoR’s Mission

RheoCosmetics directly aligns with the mission of the Society of Rheology (SOR) to expand the knowledge and practice of rheology through education, partnership, and collaboration with associated fields and industries. By integrating cosmetic science as a central theme, the project establishes a strong connection between academia, society and industry, while disseminating accessible knowledge about rheology to diverse communities. By focusing on everyday cosmetic products, RheoCosmetics humanizes rheology, demonstrating how it impacts daily life, consumer experience, and skin health, thereby reinforcing its relevance to humanity and the broader world. In addition, through the ‘She flows: Women in Rheology’ series, the project promotes inclusivity and diversity by highlighting female role models and encouraging the next generation of women rheologists. Therefore, RheoCosmetics contributes to building a more inclusive scientific community while advancing the global visibility and societal impact of rheology.