A science-backed, high-performance and plant-based skincare regime that is free from all known food and fragrance allergens.
Product concept
Developed by a skincare professional who suffered painful skin flare-ups, and aimed largely at people with food and skin allergies/intolerance, but suitable for all skin types.
Positioned as 'Allergen Neutral', it excludes a list of 14 food allergens, 26 fragrance allergens, and 14 other trigger ingredients. A full list of all the excluded ingredients is published on its website, giving full transparency.
Includes proprietary ingredient DermaRDE+, a multivitamin blend of 22 nutrients. Three-step regime comprises Halo Purifying Foam Cleanser, Aurora Perfecting Serum and Nova Illuminating Moisturiser.
Trend
Per Mintel's 2019 BPC Trend Beauty with a Brain, consumers are looking for brands with credibility and backed by science; in the UK, 47% of skincare users look for on-pack information about skincare actives, and 22% for potential allergens.
Launched in the UK in Dec 2021, $142
Source: Kantar Profiles/Mintel September 2021. Base: UK: 1,451 internet users aged 16+ who have used facial skincare products in the last 12 months
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