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New Straits Times - - Flair - Sl­

Grown Al­chemist prod­ucts bank on ac­tive in­gre­di­ents to de­liver cel­lu­lar-strength­en­ing ef­fects. but a good fa­cial mask should be able to do both. You need ex­fo­li­a­tion and hy­dra­tion. The trick is to de­cide on the level of both pro­cesses,” he says.

Pol­lu­tion, un­healthy food and stress will show on the skin, Muijs says, so elim­i­nat­ing tox­ins from the skin would in­crease cel­lu­lar func­tion which trans­lates into healthy skin cells.


Muijs com­pares cell health with the loss of mus­cle mass af­ter a per­son is 35. “Just like mus­cles, skin loses its col­la­gen mass as we age and the lack of col­la­gen mass makes skin less bouncy.”

“So we use nat­u­ral pep­tides and pro­tein in our prod­ucts to trig­ger the pro­duc­tion of col­la­gen,” he says.

While other skin­care la­bels are fo­cused on the use of botan­i­cals, Muijs says the skin needs a more tar­geted ap­proach with ac­tive in­gre­di­ents which will de­liver re­sults.

“Botan­i­cals can only do so much. You need to up the game and use ac­tive in­gre­di­ents that your body can recog­nise to de­liver the best re­sults for the skin. And hav­ing nu­tri­ent-driven prod­ucts makes the prod­ucts even more ef­fi­cient.

Grown Al­chemist looks at skin holis­ti­cally. It has a lab where ex­perts from dif­fer­ent dis­ci­plines — in­clud­ing her­bol­o­gists, cos­metic chemist and nu­tri­tion der­ma­tol­o­gists — work hand-in-hand to cre­ate prod­ucts the hu­man body can iden­tify with.

“If you keep things in line and the prod­ucts nat­u­ral, in ways that your body can recog­nise — just like how it can recog­nise nutri­ents in nat­u­ral foods as op­posed to man­u­fac­tured ones — then the cells will be in a much bet­ter shape and the body will be health­ier.

“We want to cre­ate that mo­ment when you get asked, “What have you done to your skin?” be­cause, let’s face it, when we face the world and other peo­ple, it is our skin that gives the first im­pres­sion and healthy skin is one of the best as­sets you can have and cul­ti­vate,” he says.

We aim to do two things — cre­ate healthy skin cells and ac­ti­vate their func­tions. How your body ab­sorbs nutri­ents de­pends on how healthy your cells are. If they are not healthy, even the best in­gre­di­ents won’t work.

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