New Luxury Skincare Range

Herbline Essentials Launches New Luxury Skincare Range

Natural skincare meets high quality ingredients in Premium Essentials, a new luxury skincare sub-range from home-grown UAE brand Herbline Essentials

Herbline Essentials, the award-winning caring and consumer trusted,all-natural, home grown beauty brand, has just expanded its offering with the launch of Premium Essentials, a new luxury skincare category that complements perfectly its existing skin, body and hair care product line, already a top seller at leading pharmacies in the UAE and the region.

Inspired by the ancient philosophy of Ayurveda, made from 100% natural ingredients sourced in the Himalayas, as well as being paraben, paraffin and animal cruelty free, Herbline Essentials’ range reflects a holistic approach to beauty that is gaining momentum nowadays and sees market share soar globally[1] for the all-natural beauty sector, whilst, importantly, it is also met with a lot of interest by discerning consumers.

“As the beauty industry evolves, women are expecting products boasting all-natural, luxurious ingredients, innovative and proven formulations, in beautiful packaging. Our mission is to provide just that: the purest, most effective, premium quality skincare through all-natural, high performance formulations. That’s why we are relentless in our search for wholesome, luxuriant and effective beauty products and that’s why we developed this new skincare category,” explained Aly Rahimtoola, Managing Director of Harmony Cosmetics and founder of Herbline Essentials.

“We believe that Premium Essentials can bridge the gap in the skincare market between the natural products women would like to use and the luxury products they crave for, and we are thrilled to introduce our new luxury range here in the Middle East, one of the most sophisticated and growing luxury markets in the world,” added Rahimtoola.

Premium Essentials will launch with two initial products featuring advanced anti-aging creams packed with vitamins and essential oils formulated for a truly luxurious feel on the skin and visible long lasting results.

The Intensive Age Defense Cream is a rich luxurious cream that works by stimulating the skin cells in the body, creating a natural peptide to repair and rebuild collagen. The natural peptide is created through the mix of essential oils from mint, grape seed, sunflower and orange coupled with vitamin C and coconut powder. It also contains derivatives of olive oil containing four major antioxidants, allowing it to work as a cleanser, moisturiser and protector of skin.  Among these antioxidants are vitamin A and vitamin E promoting anti-aging benefits by restoring skin elasticity.

Alpha Hydroxy Acids (AHA) have been praised as the anti-aging miracle workers in the latest generation skincare, given their ability to help smooth wrinkles, hydrate the skin, help clear blemishes and lighten pigment spots. The AHA Cream from the Premium Essentials works as an light exfoliator to help break the bonds that hold dry and damaged cells together leading to healthy and fresh skin. It helps even out skin pigmentation, removes top layers of dead skin cells to defeat dull looking skin. Simultaneously it increases the elasticity and the thickness of the deep layers of the skin to help plump out wrinkles, fine lines and promote firmness. It contains active ingredients such as essentials oils from grape seeds, castor, coconut and almond blended with lactic acid, aloe vera gel, rice bran and shea butter to provide the ultimate anti-wrinkle and anti-aging results.

Product information:

Premium Essentials will be on sale at all leading pharmacies in the UAE by the end of March 2014, with a rollout across the GCC later in the year.

The Intensive Age Defense Cream is retailed at AED 380

The AHA Cream is retailed at AED 342

Herbline Essentials is a certified member of PETA’s Beauty without Bunnies programme, the only company in the Middle East to do so to date and is included in the Skin Deep Cosmetics Database (www.ewg.org/skindeep), which is compiled by EWG in Washington DC.

To find out more about Herbline Essentials’ all-natural approach to beauty and their products, visitwww.herbline-essentials.com

About Herbline Essentials

Herbline Essentials is a range of truly natural beauty products for the face, body and hair. All products are made from 100% natural ingredients sourced in the Himalayas and adhere to the principles of Ayurveda to provide long term benefits for a healthy body and mind.

Established in 2005 and inspired by 50 years of extensive plant and mineral research, Herbline Essentials is a joint collaboration between Harmony Cosmetics and their Research and Development partners based in the foothills of the Himalayas.  The range is paraben and paraffin free and is also enrolled in PETA’s “Beauty Without Bunnies” program as a cruelty free brand.

The Herbline Essentials range of products is currently available at leading pharmacies in the UAE, including Boots, Bin Sina, Health First and United Pharmacies, including the Dubai Duty Free pharmacies at Dubai International Airport. The brand has recently started retailing in Kuwait and Pakistan, with plans to launch across the Middle East, South Africa and Turkey in 2013. Customers can also order online through www.herbline-essentials.com with worldwide shipping.

To find out more about Herbline Essentials’ Ayurvedic approach to beauty and their products, visit www.herbline-essentials.com, Facebook (www.facebook.com/herbline.essentials) or Twitter (www.twitter.com/hessentials) as well as www.natural.ae.

For product distribution enquiries, please contact:

Aly Rahimtoola (Managing Director)| Reine Mina (Brand Manager)

Harmony Cosmetics FZC

T: +971-4-3790878 | M: +971-50-6512683

E: aly@harmony.ae/ mina@harmony.ae