Low irritation. Food additive. Natural claim. Preservative-free claim. High pKa. Not expensive. Big companies are using it more and more, effectiviness being verified. Can act as skin-conditioning agent and antioxidant...
If something seems too good to be true, it probably is. What's the downside of it? Why weren't it rediscovered until recent years?
Comments
It is not inexpensive. Price is 7x more that phenoxyethanol and 2x more than Paraben.
I think it will be very popular in the future.