MyChelle Dermaceuticals welcomes spring with a new product - the NOTOX Anti-Wrinkle Serum - a new look, and new formulations that comply with standards in the U.S. and in Europe.

Positioned as "an ideal natural alternative to Botox ," the NOTOX serum - introduced at the 2008 Natural Products Expo West March 14-16 in Anaheim, Calif. - is formulated with "certain peptide chains that have proven to be the best weapons in the fight against wrinkles."

Those peptides are Thymulen 4, Syn-Coll, Proteasyl TP and Syn-Tacks, which function to fortify the epidermis, increase collagen levels and improve skin elasticity, among other benefits, the firm says.

In touting its alternative to injectable fillers, MyChelle says "it's the animal cruelty aspect of Botox that is most alarming and just now coming to light. As mandated by [FDA], every batch of Botox must be tested on lab animals numerous times before entering the marketplace."

NOTOX is available for $59.95 at fine health stores nationwide, as well as at ¹ www.mychelleusa.com.

Mychelle has overhauled a number of its existing formulations after surveying its core customers. The firm also has brought its products into compliance with "stricter European standards" in light of its "upcoming plans to export to Europe," it says.

The firm has removed all "acceptable-to-date" sulfates from cleansers and eliminated carrageenan from its offerings. Fragrances in scented SKUs have been "downplayed to be more subtle due to overwhelming consumer demand." Also MyChelle is introducing several unscented options.

In addition to increasing the levels of bioactive ingredients in its products, the company is "sourcing more organically grown components and finding new sources of any endangered or non-renewable botanical ingredients." For example, MyChelle says it has removed endangered sandalwood from its men's shaving products.

Finally, MyChelle has revamped its look "for a fresher, cleaner appeal" and added a new tagline.

- Ryan Nelson (r.nelson@elsevier.com)

“New Face” Of MyChelle Consists Of Serum Launch, Reformulations, New Look

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