Hitex launches ceramides-based beauty from within ingredient

By Simon Pitman

- Last updated on GMT

Related tags: Marketing, Market

Hitex is launching Lipowheat oil for the beauty from within market in the US, having gained New Dietary Drug Ingredient (NDI) status from the Food and Drug Administration.

The ingredient contains natural ceramides, which are known to help promote the skin hydration mechanism, in turn helping to fight against sign of aging and ultimately leaving the skin soft and supple, the company claims.

The ingredient was originally launched in Europe and Japan four years ago, but according to Hitex business development director, Irene Lamour, the NDI status now enables the ingredient to be marketed in the US, through its distributor PL Thomas..

NDI status crucial to cracking US market

“The FDA has given us an NDI status which is very important because it allows us to market the Lipowheat ingredient with the product claim ‘helps promote healthy skin hydration’, an approval that is very important for the entry of the product in this market,”​ Lamour told CosmeticsDesign.com USA.

The fact that the product is being launched four years later than in other markets underlines just how difficult the process of NDI status is to secure, as PL Thomas director of medical and scientific affairs, Vladimir Badmaev explained:

“The FDA is very selective in filing an NDI application and a successful NDI, as in the case of Hitex’s Lipowheat oil, is still a rarity.”

Although the product can be used in topical cosmetics, the main focus of the ingredient will be for the purposes of the fast growing beauty from within.category.

“The product will be marketed at a key ingredient for a range of beauty from within products, including soft gel products as well as in water soluble powder form for beauty drinks,”​ said Lamour.

Scientific support from three clinical studies

The ingredient is scientifically supported by three clinical studies, which helps to underline the fact that the oral delivery of Lipowheat helps the ceramide to act on the skin barrier, in turn helping to promote the sky hydration mechanism, the company claims.

PL Thomas is the exclusive distributor for the product in North America, a market where nutricosmetics are increasingly gaining acceptance with consumers and where category growth is expected to continue, albeit from a small base.

Hitex is a subsidiary of the France-based Lavipharm group and will be showcasing its latest range of ingredients at the forthcoming in-cosmetics show, which will be held in Paris 13 – 15 April.

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