Parminder Sandhu, Supplements Expert for Beauty Beneath and Boots, talks to Cosmetics Business at the London launch
Beauty Beneath has made its debut launch via Boots in the UK and Walgreens in the US.
The food supplement capsule (£39.99 for 60) was created by a group of scientists and nutritionists looking to harness anti-ageing benefits in pill form.
Two soft gel capsules containing a total of 19 skin nutrients are recommended to be taken daily. Ingredients include: lycopene, biotin, vitamins C and E, zinc, marine collagen and omega 3 and 6. The pills have a pearlescent purple and pink colour.
This is a really futuristic, modern way of making sure your body is healthy
Parminder Sandhu, Supplements Expert for Beauty Beneath and Boots
At the launch event in London, Parminder Sandhu, Supplements Expert for Beauty Beneath and Boots, told Cosmetics Business: "Real skin care starts from within.
"We have two capsules because physically the 19 ingredients could not fit into one. We decided to go with the soft gel capsule after asking nearly 100 women what format they preferred. This form was more popular than a tablet or liquid."
Sandhu was keen to emphasise that the product, despite being in pill form, is not a medicine. She added: "These are all natural ingredients you get in your diet. This is a really futuristic, modern way of making sure your body is healthy."
Trialling the product on 500 UK women, the brand found that 80% reported improvement in their rating of fine lines and 84% in skin texture after eight weeks of use.