BRAND PROFILE: ALTIFRONS.
You’ve probably noticed the fit guy in the ads for Altifrons skin care in DNA. It isn’t often that a new skin care range for Aussie men appears in our market, so we wanted to find out more. “It was after a conversation with my father, who was battling skin cancer at the time, that Altifrons Skin Care came to fruition,” says Jae Mallard, company founder.
Jae wanted to find a way to help his father’s inflamed skin heal, especially after radiation treatments. “It was a way I could look after him and show him some love,” he says.
The first products he offered his father were gentle, non-abrasive and skin nurturing – just what he needed. These eventually became Altifrons Clean Skin Cleanser and the Altifrons Skin Revitalising Facial Oils.
“It then took four years of research, trials and testing, and time to satisfy my own selfcriticism and perfectionism before I was ready to send my passion and final creation out into the skin care industry,” he says.
“Altifrons had to be created with the utmost integrity, thoroughly researched, and the final product had to be for the health of your skin, preferably with anti-aging benefits,” says Jae.
“I really needed to do some intense research and get to the nitty gritty of the safety profiles of skin care ingredients and avoid anything that was potentially going to cause harm to the skin and hopefully to entice dedicated skin care lovers to experience the Altifrons range. I wanted my products to sit among the sort-after skin care brands and know that my label was truly something they could trust.”
For that reason, Jae set about formulating his product from the ground up, not from pre-made bases, which many brands rely on. As a result, Altifrons is unique, and Jae knows exactly what his ingredients are.
“We use skin nurturing, anti-aging ingredients including peptides, plant derived actives, botanical extracts and natural plant oils. Improving the health of our clients’ skin is our primary focus. We screen our ingredients and formulate to avoid all excessive and unnecessary preservatives.”
The Altifrons range contains no parabens, no artificial fragrances and no artificial colours is not tested on animals.
The cosmetic industry can be full of hype and we’ve all seen a lot of unrealistic claims and images. Jae is mindful of this.
“I believe it’s important to keep the reality of achieving the much-desired ‘perfect complexion’ in perspective,” he says.
“Remember that behind all the hype that surrounds the beauty industry, healthy skin comes from a combination of many things. All too often, stress, anxiety and poor diet are overlooked as being major contributing factors to pre-mature aging and skin ailments.
“As well as embracing a quality skin care routine like Altifrons Premium Skin Care, it’s important that, on a daily basis, you nurture your body by drinking adequate amounts of water, eat a healthy balanced diet and maintain good gut bacteria. What we consume dictates what happens on the inside of our bodies and that ultimately can result in what shows up on the outside of our bodies.”
Jae also recommends regular exercise, uninterrupted relaxation, good sleep, and constant UV protection as other great ways to protect your skin from premature aging.
“We are proudly an Australian owned company, passionate about what we do, creating premium quality skin care,” says Jae. “It is with our genuine thanks and your continued support that we are able to keep Australian-made and owned businesses successful here and overseas.”
Finally, what does Altifrons actually mean? “It’s from an endangered palm, Johannesteijsmannia altifrons,” explains Jae. “Altifrons (nature) represents the natural plant derived healing elements and ingredients found in our products, which humans have used for millennia.
Remember that behind all the hype surrounding the beauty industry, healthy skin comes from a combination of many things.