shelf life

For­get high-tech tools and cut­ting-edge formulas – the lat­est buzz in beauty is all about keep­ing it fresh

ELLE (Australia) - - Contents -

A new wave of beauty prod­ucts is sub­scrib­ing to the phi­los­o­phy that fresh is best.

You want to be tuck­ing into your fish straight off the boat and slic­ing your fruit soon af­ter it’s been plucked from the tree, but how fresh is that mois­turiser you mas­saged into your face this morn­ing? “The beauty in­dus­try stan­dard for shelf life is 30 months,” ex­plains Jasmi Bon­nén, founder and CEO of Scandi skin­care brand Nuori. “When I found that out, I started read­ing about the ef­fect of time on cos­metic for­mu­la­tions and I was sur­prised to find nu­mer­ous stud­ies show­ing that com­monly used ac­tive in­gre­di­ents, such as vi­ta­mins, start los­ing their ben­e­fi­cial prop­er­ties in just a mat­ter of months, due to ox­i­da­tion.”

So Bon­nén did what any smart woman un­able to find a so­lu­tion to her prob­lem would do and cre­ated her own line of skin­care prod­ucts. Nuori is a col­lec­tion of “fresh skin­care” – mixed up in small batches ev­ery 12 weeks in a Dan­ish lab, then sent to glow­ing faces all over the world. Each prod­uct is stamped with two dates: the one by which you should start us­ing it as well as when to give it up if you want op­ti­mal ef­fi­cacy. They all have beau­ti­fully so­phis­ti­cated formulas, but the eas­i­est to in­cor­po­rate into your reg­i­men is the Per­fect­ing Fa­cial Oil, a silky blend of grape­seed, apri­cot-ker­nel and rose­hip oils and vi­ta­min E that’s suit­able for all skin types.

This farm-to-(beauty)-ta­ble con­cept has also been em­braced by new lo­cal line Hop & Cot­ton as well as Blend & Boost, which cus­tom-cre­ate their skin­care prod­ucts based on a per­son­alised pre­scrip­tion and send it your way straight af­ter it’s mixed. Hop & Cot­ton also lets you se­lect your own spe­cific for­mula and leave out any in­gre­di­ents that you know don’t suit your skin. Their prod­ucts aren’t with­out preser­va­tives, but since they’re cre­ated just for you (and not blended un­til you place your or­der), it’s an easy way to be as­sured of the fresh fac­tor.

It’s not only niche brands work­ing hard to power up the fresh­ness of your skin­care heroes. Re­cent pack­ag­ing in­no­va­tion for Ul­traceu­ti­cals Ul­tra A Skin Per­fect­ing Serum, Lancôme Ad­vanced Génifique Sen­si­tive and Clin­ique’s Fresh Pressed vi­ta­min C treat­ment means the in­gre­di­ents re­spon­si­ble for skin smooth­ing don’t go near desta­bil­is­ing oxy­gen, bac­te­ria or aren’t ac­tu­ally ac­ti­vated un­til you take your jar home.

If you’re se­ri­ous about your skin­care, you have to look beyond what’s in it and fig­ure out how long it’s been there. “Fresh skin­care makes sense the same way fresh food does – it’s more nour­ish­ing and has less ad­di­tives,” says Bon­nén. Beauty prod­ucts that work smarter, not harder, are on their way.

1. Per­fect­ing Fa­cial Oil, $89, Nuori, tribenat­u­ral­ 2. Ad­vanced Génifique Sen­si­tive, $109, Lancôme, lan­ 3. Face Cream, from $150, Blend & Boost, blen­dand­ 4. The Bril­liant Ad­vanced Face Mois­turiser, $168, Hop & Cot­ton,...

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