A pleasant or refreshingly cooling effect on the skin or the oral mucous membrane can be by a binding of the active ingredient to a cold receptor in the skin (examples: menthol or eucalyptol).
Cooling agents should be provide an instant cooling effect without irritation, enhancing product appeal. They create a refreshing skin feel in skincare, lip balms, and after-sun products.

Popular ingredients in this segment include Menthyl Lactate, Menthone Glycerin Acetal, and Erythritol. Trends focus on long-lasting, non-tingling cooling. Menthol derivatives are restricted in high concentrations due to potential skin sensitivity.