Skin Lipid Repairing, Renewing and Protecting Natural Active, AvenaPLex – Launched by Oat Cosmetics at in-cosmetics Global
2nd April 2019, Southampton, UK and Paris, France – Oat Cosmetics is delighted to announce the launch of a new, unique and powerful natural oat active called AvenaPLex at in-cosmetics global 2019 in Paris.
AvenaPLex (Avena sativa (Oat) Kernel Extract) is a complex of skin identical lipids (including ceramides, phosphatidylcholine and phosphatidylethanolamine) that delivers the short-term and long-term protection of aged skin. Thanks to its unique composition, AvenaPLex assists in the rapid absorption of skin beneficial molecules, supplements skin lipids, aids the strengthening of the dermis and helps prevent the loss of skin elasticity and firmness.
Positioned for use on aged skin, significant testing has shown that AvenaPLex;
• Increases skin essential ceramide levels
• Replenishes skin lipids lost through ageing
• Significantly increases the performance of key gene markers, including the up-regulation of of Hyaluron Synthase 3
• Rapidly repairs the skin lipid barrier, reducing TEWL
A 100% natural, anhydrous active ingredient, approved by ECOCERT in accordance with the COSMOS standard*, AvenaPLex is the culmination of 4 years work for Oat Cosmetics’ Research and Development Team.
Speaking about why AvenaPlex is so good for the skin, Cara Dewis, Head of Product Development, commented:
“Lipid production reduces as we age, resulting in a weaker and thinner skin barrier. The aged epidermis is characterised by a less effective permeability barrier and is more prone to dryness, itchiness and irritation. Using AvenaPLex rapidly repairs, rebuilds and renews the skin’s normal function.”
James Daybell, Head of Marketing at Oat Cosmetics, added:
“AvenaPLex really is a wonderful ingredient. It is easy to formulate with, has an amazing skin feel and produces visible skin improvements. The fact that it is a complex of skin active molecules under a single INCI name and is 100% natural, makes it ideal for consumers demanding clean label cosmetics but any product targeting aged skin will benefit from the inclusion of AvenaPLex.”
AvenaPLex will be available from Oat Cosmetics’ global distributor network and brands and formulators can try the product for themselves on the Oat Cosmetics Stand, U37, at in-cosmetics Global in Paris this week.