beautydirectory has welcomed a plethora of new brands to the site in the last few weeks. For a quick low-down on the brands to keep an eye out for and why they are relevant for beauty media and consumers, see below...
Brand low-down: Opalescence is a tooth whitening treatment brand that seeks to achieve a bright white smile while also caring for the health of teeth. The whitening gel contains potassium nitrate and fluoride to help reduce tooth sensitivity and cavities and to strengthen enamel. The treatment is formulated to prevent dehydration and shade relapse, featuring multiple concentrations and flavours. It can be used daily and overnight.
Hero product: Opalescence Go.
Best person to use the products: Regardless of your age, gender and lifestyle, Opalescence has a product for you. Because there are several options, Opalescence offers a whitening treatment for all types.
Why media want to feature this brand: Opalescence Go was just recently launched in Australia and is not only an effective, safe and easy to use product, but includes new proprietary tray technology. The whitening gel is already loaded in the tray, which is heat activated and moulds to your teeth from the heat of your mouth. This ensures a more comfortable and effective whitening experience.
Brand low-down: Based on 50 years of scientific research and six years of clinical studies, Activance is a quality range of hair leave-in treatments and shampoos designed to improve hair thickness, strength, and condition. It is proudly Australian-owned, animal cruelty-free, and free from common harmful ingredients such as SLS/SLES, parabens, phthalates, betaines, EO, and DEA.
Hero product: The Activance Hypoallergenic Leave-in Treatment.
Best person to use the products: Anyone who wants to improve the thickness, strength, quality and condition of their hair and scalp. The range caters to all different ages, hair and scalp types, and can be used by pregnant and breastfeeding mothers.
Why media want to feature this brand: Activance is the only hair health range in Australia offering a natural treatment supported by six years of clinical studies, the Australian Menopause Centre and other medical experts, as well as hair and beauty specialists.
Brand low-down: Elliona was created three years ago. A partnership was formed between two powerhouse women who shared the same vision: to empower women from all walks of life to flourish into the fullness of their potential. The first point of business for these two visionaries was to educate and protect women, and provide them with an easier and safer alternative for the removal of nail polishes (including gel polish) to stop them damaging their skin when soaking fingers in acetone. The gel-type formula sits on the nail and activates immediately to remove gel nail polish.
Hero product: Gel Off.
Best person to use the products: All women who use nail and gel polish and do not want the waiting time at the nail salon to remove their gel polish.
Why media want to feature this brand: It is going to revolutionise the nail industry. No more waiting time at the salon - you can now remove your gel polish at home in half the time.
Brand low-down: Nourish Naturals prides itself on using a wide range of naturally-derived ingredients. Each product is carefully and intricately developed to provide effective relief from common skin problems. Formulated with the latest advancements in natural cleansers and emollients, the Nourish Naturals range offers therapeutic results without the use of harsh ingredients.
Hero product: Nourish Naturals Anti-itch Soothing Cream.
Best person to use the products: Each product is carefully developed for you and your family with the highest quality ingredients to deliver real results for dry, sensitive, rough, itchy and flaking skin, or skin prone to eczema, psoriasis and dermatitis. It is suitable for everyone, including children aged two years plus.
Why media want to feature this brand: The Nourish Naturals range of products provides an effective and trusted natural alternative to many everyday products. Whether it is treating a condition or being proactive and leading a healthy, natural lifestyle, the Nourish Naturals range of products caters for all.
Brand low-down: LonVitalite is a brand that features a range of soothing facial masks for different skin concerns. What was originally developed as an after-treatment rehydration product for beauty salons, LonVitalite face masks are now available for consumers. For the past five years, LonVitalite hydrating masks for the face, eyes and hands have been beauticians’ best-kept secret. Utilised all across the country by more than 400 salons, Lonvitalite masks have been the culmination of facials for many years.
Hero product: C4 - COCONUT MILK HYDRATING & NOURISHING FACE MASK.
Best person to use the products: There is a mask for every age, gender and skin type. We have a large male base using our sheet face masks because of the ease of use.
Why media want to feature this brand: Cloth and sheet masks are still a fairly new concept in Australia yet have been used for 15+ years in Europe and Asia, so we need to educate Australian consumers on the ease and instant results they can receive from LonVitalite and our serum-infused cloth/sheet masks.
Brand low-down: LYXO is a new high-quality Danish-designed hair band made from unique elastic fibre material. The material is gentle to the hair, giving a perfect and long-lasting hold that doesn't pinch the hair or pull on the scalp. Because of the unique material, the hair bands are extra durable and flexible and glide easily through the hair without tangling or pulling.
Best person to use the products: LYXO Hair Bands are perfect for anyone who cares about their hair. Those who are active, need their hair up or play sports.
Why media want to feature this brand: LYXO is a new generation in hair bands. It's new, it's better, it works!