The company is releasing three intensive healing treatments as the first products from its new Elemeni anti-ageing skin care range, which comes in an organic plant oil formulation. "Facial oils (also called serums) are popular in Europe since they don't rely on water, waxes or other inactive fillers," said Dave Karlak, president of Max Green Alchemy. Hoping to capitalise on this popularity, the Max Green Alchemy is releasing the new range into the booming natural and organic industry, claiming that up to 97 percent of the ingredients included are certified organic. The ingredients in the Radiance Face Oils are derived from a array of locations, such as organic Rosa Moschata oil grown in the Andes Mountains, kukui nut oil from Hawaii, sandalwood sustainably grown in Australia and Bulgarian rose otto, allegedly one of the most expensive essential oils in the world. The company claims that the oil-based treatments can significantly reduce fine lines, wrinkles, rosacea and scarring due to the healing properties of the plant derived ingredients. One of the main ingredients, rosa moschata oil, helps keep the skin healthy in numerous ways. The high content of essential fatty acids (EFA) such as oleic, linoleic and linolenic is known to aid skin when taken internally. Max Green Alchemy is aiming to make the acids work in a topical format. Likewise the company is harnessing the benefits of the natural retinoic acid, a form of vitamin A, found in the oil - with many dermatologists prescribing the ingredient in its synthetic form for skin rejuvenation. Rosa moschata oil's natural retinoic acid works with its EFA's and releases slowly into the body, increasing the appearance of the skin whilst eliminating the risk of overdose of EFAs. Targeting the growing consumer trend for ethical sourced and Fairtrade ingredients, all products launched by the company hold the PETA cruelty free and vegan endorsement. The global facial care market reported a 54.9 percent growth from 2001 - 2006 to reach $47bn.