Cell renewal innovation, perfected for South African conditions

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BUSINESS NEWS - African Extracts Rooibos has a new anti-ageing range, Hydrofirm-C+, that truly lives up to the old saying … tried and tested. In modern skin science, thankfully, it doesn’t mean tested on animals, as African Extracts is one of the most widely available brands that is endorsed by Beauty Without Cruelty.

First, Hydrofirm-C+ Moisturiser SPF15 was tested by an independent lab. The results were very positive:

A 5% instant moisture boost in a single application, sustained moisturisation for 24 hours, skin noticeably smoother in 14 days and wrinkles visibly reduced in 28 days – which is how long one jar should easily last.

These results were achieved with two applications a day. And because the same active ingredients are in the Hydrofirm-C+ Night Treatment Mask and Serum for Face and Eyes, you can expect the same results using any of the three products twice a day.

Lab results are one thing, but the real test is out there on the faces of South African women. The Hydrofirm-C+ range was tried by 110 women for 28 days. Over 90% said they would continue using Hydrofirm-C+ and recommend them to others.

More than 100 women reported visible improvements in moisturisation, loss of firmness, lines and wrinkles, skin brightness, uneven tone and age spots. They also confirmed that supporting a local brand that is affordable (R260 to R280 a product) and cruelty-free is a priority.

But it was their stories that touched us the most. One participant whose husband passed away said she could hardly face getting out of bed, let alone taking care of her skin. ‘My confidence has returned, my skin looks amazing and I feel like I can face the world again.’

Another in the 50s said that ‘the daily routine was good for my soul’, adding that she had realised for the first time the results that were achievable from using one range consistently.

Best of all were the many women who received compliments on how well they were looking – showing that real beauty is more than skin deep, and that how we feel about ourselves is reflected to the world.

So what’s the magic ingredient? Our skin is in a constant state of renewal, with cells forming, moving, hardening on the surface and shedding in about four weeks.

With ageing, stress, lack of sleep and environmental factors, this process begins to slow. Skin science looks for ways to re-energise cell renewal. A recent breakthrough is using the regenerative power of plant stem cells that rapidly divide to form leaves, flowers and fruit.

The Hydrofirm-C+ range includes this new technology, with Olea Vitae, winner of a global award for natural ingredients innovation. Formed from unique lipids extracted from stem cells of olive tree sprouts, it’s the ‘battery’ that powers cell renewal, and works synergistically within the skin to re-energise mature skin cells to behave like younger cells.

The result is accelerated cell renewal, and skin that looks younger, smoother and fresher. Isn’t that what we all want from our daily skin care?