US nutraceutical company moves into cosmetics

By Katie Bird

- Last updated on GMT

Related tags Nutrition

US-based eFoodSafety is the latest in a growing number of
nutraceutical companies targeting the cosmetics industry with the
release of its skin care line NumaDerm.

The company currently markets a range of nutraceutical products such as the nutritional supplement Cinnergan, a cranberry and cinnamon supplement which it claims promotes healthy glucose metabolism.

Tthis is the first time the company is to target the profitable anti-ageing sector of the cosmetics industry, a route increasingly taken by nutraceutical companies as the boundries are blurred between 'beauty from within' and 'beauty from without'.

Nano-encapsulation for time controlled release The skin care line, available from April 2008, will include a repair cream for dry and damaged skin, an ageless cream to rejuvenate and a fade cream to correct uneven skin pigmentation.

According to the company the range includes phytonutrients, anti-oxidants, essential lipids and peptides, most of which are nano-encapsulated in order to ease absorption.

"The nano-encapsulation technology plays a key role in the effectiveness of the NumaDerm products by offering a better method of delivering key ingredients" said Dr Richard Goldfarb of eFoodSafety.

Nano-encapsulation allows for time controlled release so the body can absorb the components over a period of hours, explained the company.

Furthermore, the nanospheres used for encapsulation are made from food-grade ingredients - according to the company this means maximum absorption for minimum toxicity.

Beauty market: significant sales opportunity

For eFoodSafety the new skin care line represents an opportunity to tap into the lucrative the beauty market.

CEO of eFoodSafety Patricia Gruden said: "By our estimates, the beauty market poses a solid sales opportunity and we expect the NumaDerm line to be well received by the public.

"Ultimately our hope is that consumers will come to recognise and rely on eFoodSafety as a leader of all-natural nutraceutical products."

Targeting the cosmetics market can be seen as the logical step for many nutraceutical firms as market developments such as the beauty from within trend begin to blur the boundaries between the sectors.

US-based company Nutraceuticals International recently formed a partnership with India's Amruta Herbals to develop and market Indian plant extracts for the cosmetics industry.

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