Next-gen hydration: Lucas Meyers Cosmetics’ to launch new hibiscus-based active

Hydrosella is a new active ingredient from Southern Cross Botanicals, the Australian subsidiary of Lucas Meyers Cosmetics

The organic extract is derived from a variety of hibiscus, also known as wild rosella, which is found in the wild deserts of Australia. The company sources ingredient from local Australian organic growers.

As a cosmetic ingredient, Hydrosella has been clinical proven to provide long-lasting hydration for up to 72 hours after an application.

Frederica Lam explained to CosmeticsDesign-Asia​ that the ingredient helps the skin maintain hydration by increasing the water retention of keratinocytes found in the skin.

“Keratinocytes is probably one of the keys to maintaining hydration in the epidermis. As we grow older or become exposed to dry conditions, we can actually lose the ability to absorb moisture and lose its volume as we age as well.”​

Additionally, the firm found that the production of organic osmolytes can help keratinocytes maintain hydration.

“Based on this theory, we found that Hydrosella itself can provide this osmo-hydration. And this is more than just your usual hydration – it’s part of a new generation of hydrating ingredients,” ​said Lam.

Hydration is the key

The firm believes it will do well in the Asian markets as hydration is one of the key claims in skin care.

“Asian consumers usually have very good knowledge of hydration. They know the link between hydration very well and how it can be linked to the first signs of ageing. Here, we have a strong concept of ageing prevention and consumers understand that if you want to prevent ageing, you need to keep skin hydrated.” ​said Lam.

However, she pointed out that hydrating products on the APAC market right now tend to offer hydration on the surface level and Hydrosella can fill an important gap in the market for an all-rounded solution to dry skin.

“When we look at the Asian market, we often see a focus on hydrating ingredients like plant oils and hyaluronic acid but the thing about hydration is that it’s not just about the surface level. There are studies that have found that you have to move deeper into the skin layer for a complete hydration solution.”​

Lucas Meyers Cosmetics claims that Hydrosella is effective at moisturising even severely dry skin.

“We have taken clinical studies even further by observing people who active lifestyles, such as swimmers who come in contact with chlorine often,”​ said Lam.

Additionally, the firm’s studies found that it could restore hydration after a shower.

Lam believes this makes Hydrosella very relevant for the current novel coronavirus (COVID-19) situation.

“Right now, everybody is washing their hands and showering more frequently. While this is keeping everyone clean and safe, it will also cause us to suffer from dry skin. As such, Hydrosella is definitely something that is very applicable for the market right now.”​