From its role in protecting skin cells against oxidative stress to promoting hair growth, vitamin E, specifically its tocotrienol form, has solid research backing its ‘beauty from within’ benefits, said W. H. Leong, CEO of ExcelVite Sdn. Bhd.
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The company manufactures and supplies palm-derived vitamin E ingredients for use in dietary supplements, functional food and beverage, and cosmetics.
“Both consumers and R&D formulators are aware that Vitamin E is associated as a potent antioxidant and is an important nutrient to promote healthy skin function and help to attenuate the sign of aging such as hair thinning,” he told us.
He cited a 2012 study in The Journal of Nutrition that looked at the human tissue distribution of branded vitamin E marketed by his company, EVNol SupraBio and EVNol, in which the researchers said that oral ingestion delivered the vitamin to vital human organs, skin included.
Older studies, such as a 1991 one published in Free Radical Biology & Medicine, examined how tocotrienols are distributed uniformly to the skin surface and preferentially accumulate in the stratum corneum of the skin. “Collectively, tocotrienols act as the skin’s first line of defence,” he added.
“Hence, most oral beauty and cosmetic products are formulated with vitamin E, either tocopherols or tocotrienols.”
For example, ExcelVite’s branded tocotrienol EVNol is used to formulate the 50ml beauty beverage ‘Shiseido Pure White Beauty Care Drink.’ Though the product’s owner, Japanese cosmetics brand Shiseido, is global, the liquid supplement is only available in Japan, which is the leading country in terms of beauty supplements sales, according to data by market research firm Euromonitor International.
In the US, there are at least 10 companies that have formulated supplement products positioned for beauty benefits using ExcelVite’s flagship ingredients, Leong added.
“The beauty-from-within market has blossomed for the past 5 years, depending on the location,” he said “Japan is well ahead in embracing and launching beauty-from-within products successfully in the market. Now, we can see growing interest and demand from North America and Europe.”
Per Euromonitor data, the US beauty supplements market is now worth $89.6 million growing from $76 million in 2015.
Continuing research in palm-derived vitamin E’s
Researchers are exploring vitamin E’s benefits beyond skin elasticity and protection, and if results are positive, it can open new avenues in which brands can market vitamin E’s benefits.
This includes in scar healing or hair growth.
An on-going study supported by ExcelVite at The Ohio State University Medical Center is looking at both topical and oral administration of vitamin E.
The study’s listing on ClinicalTrials.gov indicates that it is being led by Prof. Chandan Sen at the Ohio State University Wexner Medical Center, who led another study using ExcelVite’s tocotrienol which linked supplementation to hair growth.
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