A new science-backed luxury skin care brand will launch today based on a hero ingredient designed to tackle inflammation – something which is associated with skin ageing and other skin concerns such as acne and eczema.
Genaura will debut with a serum containing Levagen+, a type of palmitoylethanolamide PEA, that claims visibly younger skin, improved hydration and skin barrier benefits.
PEA is a naturally occurring fatty acid amide in the body and is known to fight pain and inflammation, but its presence reduces with age, and it can be difficult to deliver to the body when applied to the skin or taken orally.
Created by ingredients supplier Gencor, Levegen+ is a patented, highly bioavailable form of PEA that helps improve absorption, increasing effectiveness.
Typically used in supplements, studies by Gencor into topical application of the ingredient found it provides relief to dry, red, scaling and itchy skin.
This prompted Gencor to put Levagen+ at the heart of a new brand, marking its first foray into a consumer-facing beauty business.
“Typically in the space we saw [it] is mostly taken up by a big brand with huge marketing dollars, but not much science behind it [instead] most of the time [products are filled] with fragrances and fillers,” Ramasamy Venkatesh, Co-Founder and Managing Director of Gencor, told Cosmetics Business about the new venture.
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