Online Exclusives

Something New in the Mix

By Christine Esposito, Associate Editor | July 6, 2010

Freeman Beauty boosts Vita-K Professional range with new anti-aging peptides.

The Vita-K Professional range has been a go-to line for mass-market shoppers who need to solve pesky skin care concerns from stretch marks to acne scars to spider veins. Now Freeman Beauty has bumped up the formulation with Matrixyl 3000, unique blend of anti-aging peptides that promotes collagen production and helps decrease fine lines and wrinkles.

The reformulation allows the range to provide additional anti-aging benefits that consumers want.

“It is all about looking younger, isn’t it?” Doug Hosking, chief executive officer of Freeman Beauty Labs, said in a phone interview. “In addition to benefits we have always offered, [Matrixyl 3000] has the added benefit of improved skin tone and reduction of fine lines and wrinkles.”

The Vita-K Professional range contains Matrixyl 3000.

Matrixyl 3000 works in tandem with Vita-K Professional’s ProVita-K Complex, which combines vitamin K with a unique amino acid/polypeptide complex that is proven to significantly improve the appearance of tone and elasticity, according to Freeman.

Those two key two ingredients are then blended with specific materials featured in each of Vita-K Professional’s targeted offerings. For example ,Vita-K Professional Acne Scars contains silica that helps correct and recover skin layers, aiding in the reduction of the appearance of acne scars; Vita-K Professional Age Spots relies on licorice root extract to gently diminish age spots; and Vita-K Professional Dark Circles features mica which brings more light to shadowy under-eyes, reducing the appearance of dark circles.

The reformulated SKUs, which rolled out in July, have a suggested retail price of $15 per unit—the same as it was prior to Freeman’s R&D team taking the line back to the bench.

“We always strive to offer as much value to the consumer as possible,” Hosking concluded.

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