London-based beauty brand Rodial has announced a new range of products that use the power of bee venom, reports WWD.
The bee venom ingredient apparently helps to increase blood flow to the skin and provide a plumping effect to reduce the appearance of wrinkles. The honey bee venom apparently fools the skin into thinking it has been stung with the melittin toxin, which forces the body to produce collagen and elastin (two key components of healthy skin) in the affected area. According to the brand, "72% of trial volunteers felt the cream left their complexion looking firmer."
The range also includes bio marine collagen and hyaluronic acid ingredients.
The Bee Venom Super Serum retails for $200, and the anti-aging moisturizer sells at $190 with an eye cream for $140, and all three products are sold in bumblebee yellow packaging.
Venom-based skincare is not a brand new phenomenon (in fact the documented medicinal use of venom goes back many years) but it is a growing trend. Other brands have previously used the effects of snake venom to replicate the same phenomenon. In 2006, Beverly Hills-based beauty brand Sonya Dakar started producing its Skincare Ultraluxe-9 Age Control Complex, which employs a synthetic snake venom agent, 'synake,' to temporarily inhibit muscle activity.
Started in 1999 in the U.K., Rodial is now available in more than a thousand locations in thirty-five countries around the world.
