Nutraceutical firm eFoodSafety targets anti-aging market

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. Through a subsidiary MedElite the company also distributes burn treatments available on prescription, however this is the first time the company is to target the profitable anti-ageing sector of the cosmetics industry. 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 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 a 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.