Vitiva, Slovenia, launches its natural formula of INOLENS® 4 for effective protection of cosmetics oils from oxidation and rancidity, as well as extended shelf-life. INOLENS® 4 was tested with remarkable success on oils such as refined echium, evening primrose, olive oil, virgin borage, virgin walnut and virgin safflower oil. It can be readily applied to a limitless variety of natural cosmetic product formulations.
According to consumer trends research firm Datamonitor, London, nearly 1 in 3 consumers seek natural cosmetic and toiletry products more frequently. Spending on natural personal care reached nearly US$14 billion in the US and Europe, and is expected to top US$20 billion by 2011.
'Natural and organic' is the fastest growing sector of the US and European personal care products industries, expanding by over 20% per year, according to market research firm Organic Monitor Ltd., London.
”Consumers are concerned about chemicals and their health, and are turning to natural/organic beauty products and toiletries for reasons of purity and the quality of natural ingredients,” explains Ohad Cohen, CEO at Vitiva. ”Many cosmetic ingredients can be absorbed through the skin and enter the bloodstream, where they end up in the liver and other organs. Our mission is to help cosmetic manufacturers develop natural, cosmetic-oil based products and protect them from oxidation. INOLENS 4 has outperformed widely used tocopherols as well as synthetic ingredients, such as BHA and BHT while extending the shelf life of oils up to six times, depending on the oil type.”
INOLENS 4, is an all-natural, allergen-free formulation and is easily blendable with cosmetic oils and other oil-based liquid ingredients. It can be added to skincare products such as body lotions, suncare productscleansing creams, body oils, massage oils, etc.
Vitiva is a dynamic, fast-growing nutraceuticals company specializing in developing advanced, application-specific formulations based on natural extracts for protecting various food and cosmetic products against rancidity and oxidation degradation. Its extensive product line includes: AquaRox®, VivOX® and SyneROX. In addition, a full range of reduced-odor rosemary extracts, INOLENS®, is available in a wide range of concentrations. These pure extracts are soluble in oil or water and are available in powder and liquid forms.