Online Exclusives

Something to Believe In

By Nancy Jeffries, Online Editor | May 6, 2013

Harness the power of peptides and plants.

Peptides and plant stem cells are the watchwords in skin care these days. These ingredients, which enhance the formulations of a new line of skin care and bath and body products, form the basis of b-leve, an approach to beauty that, according to the Skokie, IL-based manufacturer, offers consumers “beauty to b-leve in.” Grape stem cells, white tea extract, sunflower oil, cactus, and kelp extract figure prominently in the new launch. Increasingly, these components are finding their way into innovative cleansers, lotions, creams, and serums touted to revitalize and repair the skin. The collection, which claims high efficacy without breaking the bank, offers a complete range of skincare, body care, hair care, and beauty tools.

Offering a cornucopia of advanced plant stem cell science, kine chemistry, and natural extracts and oils, the b-leve line, says Tony Harrington, director, business management, b-leve, is a one-stop concept for beauty, in an affordable, R&D- and aesthetician-supported package.

Facial Skin Care Collection
b-leve Facial Care products are formulated with proprietary grape stem cell technology, to offer immediate and long-term anti-aging benefits, according to the company. The collection consists of b-luminous facial cleanser, a surfactant-free cleanser designe
d to leave skin fresh and moisturized ($6.99); b-vibrant rejuvenating day lotion SPF 15, a lightweight day moisturizer to firm the skin and enhance skin tone while protecting against UV damage ($18.99); b-youthful face & eye serum, for antioxidant and anti-aging benefits ($19.99); b-awakened rejuvenating eye cream, an ultra-hydrating formula designed to reduce fine lines and wrinkles around the eyes ($18.99); and b-restful rejuvenating night cream, for intense moisturization, to firm, repair, and protect the skin while sleeping ($18.99).

Tony Harrington, director, busines management, b-leve, discusses fruit cell benefits for the skin.
The fruit stem cells, say Harrington, are designed to support our own stem cells, and are based on a technology that originated in Switzerland. They trap free radicals in the skin and help to revitalize the skin cells that have been damaged by UV-ray induced stresses, to leave the skin balanced, even, and radiant. The skin care line also utilizes kine chemistry, which enhances the anti-aging properties of the line. According to Derek Sanderson, director of R&D, Apollo Health and Beauty Care, “The Kine Chemistry we have incorporated into the b-leve line is a palmitoyl peptide. Its purpose is to increase the synthesis of matrix molecules including HSP47, collagen I, collagen III, fibronectin and hyaluronic acid, to boost the luminotherapy effect of collagen on aged skin, and to enhance the synthesis of collagen IV and laminins, important molecules at the dermal-epidermal junction.”

According to Sanderson, these ingredients benefit the skin by reducing the volume of main wrinkles, decreasing visible cutaneous roughness, and shrinking the maximum depth of wrinkles in both the forehead and crow’s feet areas.

“This is a significant improvement over existing technology where most anti-aging molecules function only on the wrinkles around the crow’s feet area,” he added.
Hair Care Collection
Harrington notes that the naming tradition goes throughout the collection, making each product’s function instantly understood by consumers. In the hair care collection, for example, b-leve shampoos and conditioners are formulated using cationic chemistries that target specific hair care needs with high performance products. B-colorful contains sunflower extract and white tea for enhancing color and to help protect against fade and damage. B-hydrated contains cactus, kelp extract, and white tea for moisturizing, damage repair, shine and manageability. B-voluptuous contains olive extract and white tea for enhanced volume and thicker, fuller hair. Each retails for $5.99
Bath and Body Range
The bath and body range utilizes moisturizing beads and a proprietary formula based on oleosome technology, which leverages the actives found in tiny micro-seeds within oil bearing plant seeds. B-leve Body Care uses a proprietary moisturization technology called Oleofirm, to provide moisturizing benefits that leave the skin soft, smooth, and nourished.
A range of body washes, lotions, and scrubs are claimed to offer an invigorating experience via Oleofirm technology. Each body wash contains goji berry extracts to provide antioxidant moisturization, and contains the oleosomes, which burst upon contact with the skin. B-leve’s encapsulated bead technology is said to deliver skin benefits, as well as three spa-inspired fragrances, including b-tranquil, to restore skin’s moisture and balance; b-refreshed, for fortifying, antioxidant moisturization; and b-passionate, a delicate, floral scent, with an energizing lather. Each retails for $5.99. All the body washes are non-irritating, paraben- and formaldehyde-free, and contain no animal products.

The b-leve facial skin care line.
The body lotions, which also feature Oleofirm technology and are available in b-tranquil, b-refreshed, and b-passionate scents as well, utilize the same encapsulated technology featured in the range of body washes, with each designed to provide fortifying, antioxidant hydration. Each retails for $5.99.
A full line of beauty tools completes the product assortment, with professional grade tools, including b-precise slant tip tweezers ($5.99), b-complete 4-piece brow rescue kit for shaping and grooming brows ($10.99), b-rejuvenated facial pads with bamboo and loofahto exfoliate dull skin ($3.49), b-captivating eyelash curler, for a natural curve ($5.99), and b-calm stress relief neck wrap, which features a removable insert containing grape seed and an aromatherapy blend of lavender and chamomile ($8.99). Sponges, blush brushes, lash groomers and compact puffs complete the collection.

According to Harrington, the line is available at a wide range of grocery stores, including King Kullen, Stater Bros., Giant Eagle and Piggly Wiggly, as well as online at

Related End-User Markets:

blog comments powered by Disqus
  • Who Makes That?

    Who Makes That?

    Tom Branna, Editorial Director||April 1, 2016
    From concept and formulation to testing and filling, today’s contract manufacturers perform a range of services for marketers

  • Multi-Cultural Beauty Update

    Multi-Cultural Beauty Update

    Christine Esposito, Associate Editor||April 1, 2016
    Established brands and start-ups address the needs of multi-cultural beauty consumers.

  • The Scalp Microbiome

    The Scalp Microbiome

    Nava Dayan PhD, Dr. Nava Dayan LLC||April 1, 2016
    A review of recent findings and innovative approaches for treating scalp disorders.

  • Why Look Good, When You Can Look Perfect?

    Why Look Good, When You Can Look Perfect?

    Tom Branna, Editorial Director||April 4, 2016
    A new way to try-before-you buy is capturing the attention of consumers and the beauty industry.

  • NYSCC Explores Product Innovation

    NYSCC Explores Product Innovation

    Christine Esposito, Associate Editor||March 14, 2016
    New product development, formulation expertise and proper preservation are topics of discussion at February monthly meeting.

  • Battling Pollution via Skin Care

    Battling Pollution via Skin Care

    Christine Esposito, Associate Editor||March 7, 2016
    Canadian start-up turns to crowdfunding to help launch a new anti-pollution moisturizer.

  • Arm

    Arm's Reach: skin care line with unique packaging

    Christine Esposito, Associate Editor||February 15, 2016
    Chemist brothers create a skin care line with packaging that helps consumers cover hard to reach spots.

  • Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Tom Branna, Editorial Director||February 9, 2016
    Nova Scotia Fisherman makes a boatload of products that contain sea kelp and a raft of natural ingredients.

  • What

    What's on Tap for 2016?

    Nancy Jeffries, Contributing Editor||February 8, 2016
    CEW and NPD present their beauty industry review and preview.

  • Witch

    Witch's Brew: Dickinson's celebrates milestone in 2016

    Christine Esposito, Associate Editor||February 1, 2016
    Dickinson’s celebrates 150 years of witch hazel skin care with the biggest line expansion in the company’s history.

  • From Research to Retail

    Tom Branna, Editorial Director||February 1, 2016
    What began as research on skin disorders led a dermatologist and his father to create their own skin care formulas.

  • 5 Things I Learned

    5 Things I Learned

    January 15, 2016
    The Avon & Women’s Dermatologic Society Mentorship Program. Dr. Sabrina Fabi (left) and Dr. Kimberly Jerdan.

  • Perfect Timing

    Perfect Timing

    Tom Branna, Editorial Director||January 11, 2016
    New ways of collecting data can help cosmetics companies understand what women really want—and when they want it.

  • When a Cosmetic Becomes a Drug

    When a Cosmetic Becomes a Drug

    Jacqueline Sheridan, Dinsmore & Shohl LLP||January 11, 2016
    The unintentional conversion of personal care products through marketing.

  • Africa, Rising

    Africa, Rising

    December 14, 2015
    Savvy marketers should expand their operations on the continent, according to speakers at a WFFC seminar.

  • A Home of One’s Own

    A Home of One’s Own

    Christine Esposito, Associate Editor||November 23, 2015
    NeoStrata’s Exuviance has opened its first freestanding retail space, complete with on-site skin analysis and express treatment rooms.

  • Hitting a Wall(mart)

    Hitting a Wall(mart)

    November 9, 2015
    Walmart imposes slotting fees and that hurts a lot of Tier 2 and 3 FMCG companies.

  • That’s Quite an Achievement!

    That’s Quite an Achievement!

    Nancy Jeffries, Contributing Editor||November 2, 2015
    The CEW honors seven beauty industry leaders.

  • What

    What's Not to Love?

    Tom Branna, Editorial Director||October 26, 2015
    The sun care category is rife with issues, but there’s a lot to like about it.

  • Sharp Competition

    Sharp Competition

    Christine Esposito, Associate Editor||October 26, 2015 signs a high-profile athlete to promote its growing direct-to-consumer razor and personal care business.

  • About a Boy

    About a Boy

    Christine Esposito, Associate Editor||October 19, 2015
    As a mom, Jenny Cupido wanted to solve her son’s skin issues. Now she’s raising an indie beauty brand too.

  • For Their Own Good

    For Their Own Good

    Christine Esposito, Associate Editor||September 29, 2015
    With a rich heritage and recognized formulation expertise, FC Sturtevant Company is moving into the consumer marketplace.

  • A Foothold in Foot Care

    A Foothold in Foot Care

    Christine Esposito, Associate Editor||September 22, 2015
    Treating feet right is the heart and soul of one Brooklyn-based company.

  • SK-II to the Rescue

    SK-II to the Rescue

    September 8, 2015
    A new formula targets microRNA, which a P&G researcher insists plays a key role in skin aging.

  • A Panoramic View

    A Panoramic View

    Jeremy Kerstetter, Assistant Editor||September 7, 2015
    ZSS takes a 360° approach to skin health.

  • It

    It's All in the Delivery

    Jeremy Kerstetter, Associate Editor||August 31, 2015
    AlureVé relies on pharmaceutical technology for its anti-aging skin care line.

  • A Brand of Its Own

    A Brand of Its Own

    Christine Esposito, Associate Editor||August 24, 2015
    Amyris creates its own skin care solution for consumers.

  • Eye on Korea

    Eye on Korea

    August 17, 2015
    At the Personal Care Conference in Shanghai there was distinct emphasis on beauty ideas from Korea.