Finnish biobased materials company Innomost has announced the appointment of Tiina Bensky as its new CEO, a strategic move aimed at accelerating the global growth of its upcycled birch bark ingredients.
With an extensive background in brand development and marketing for major beauty brands like L’Oréal and Lumene, Bensky will guide Innomost as it scales up production and expands into new applications for its eco-friendly products, poised to replace fossil-based materials in the beauty, personal care, and industrial sectors.
Bensky’s appointment signals a new chapter in Innomost’s mission to lead in the development of sustainable alternatives to conventional cosmetic and industrial ingredients. "It’s invigorating to join a fast-growing company that leads with green innovation like Innomost," Bensky stated. "With our ambitious objectives, strong growth trajectory, and patented technology, I’m looking forward to putting Nordic products on the map for sustainable material innovation."
Innomost’s technology transforms birch bark, a byproduct of Nordic forestry industry side streams, into active ingredients with diverse applications in cosmetics and industrial products such as adhesives and coatings. This patented process provides an alternative to petrochemical-based ingredients, offering high-performance properties like hydrophobicity, antioxidative capacity, and anti-inflammatory effects, making it an ideal choice for personal care and cosmetic formulations.
Birch bark, naturally rich in compounds like suberin and betulin, has proven valuable for products requiring durability and protective qualities. One of Innomost’s signature products, Betuinno™, has even demonstrated potential as a natural replacement for synthetic white pigments, such as titanium dioxide, which is facing increasing regulatory scrutiny due to health and environmental concerns.
The cosmetics and industrial sectors rely heavily on petrochemical ingredients, known to contribute to pollution, microplastics, and potential health risks. Innomost’s upcycled ingredients not only reduce dependency on fossil fuels but also offer a fully traceable, sustainable supply chain. By sourcing birch bark from certified forests without requiring additional deforestation, Innomost ensures a reliable and eco-friendly feedstock.
As regulatory bodies worldwide tighten restrictions on hazardous materials, including titanium dioxide and microplastics, the demand for sustainable, biobased alternatives is expected to grow. "Innomost’s birch bark ingredients are ideally suited to meet new standards for safety and performance, supporting manufacturers in adopting natural, renewable alternatives,” Bensky added.
Innomost currently operates a pilot plant in Kokkola, Finland, producing up to 10 tons of materials annually from one million kilograms of raw birch bark. The company aims to scale production to a demo phase capable of generating 300 tons per year, setting the stage for larger-scale commercial sales. Interest from top-tier cosmetics brands has been encouraging, as companies seek to align with new sustainability mandates.
With Bensky at the helm, Innomost is well-positioned to become a leader in sustainable ingredient innovation across multiple sectors. “We’re thrilled to welcome Tiina,” said Sami Selkälä, CTO of Innomost. “Her expertise in both beauty and business development aligns perfectly with our mission to replace fossil-based materials. We’re already exploring new applications and are excited to realize the full potential of wood-based solutions.”
As Innomost embarks on this next phase, the company remains focused on setting a new standard for sustainable innovation, positioning Nordic birch bark as a global leader in green materials.
