Origins is venturing into the anti-aging skincare market for the first time with the launch of Youthtopia, slated to appear in the UK on January 22, followed by the US in March and other markets thereafter.

According to the Estée Lauder-owned brand, it had not previously launched an anti-aging product until it discovered an ingredient not used by other companies.

The secret Youthtopia ingredient, rhodiola rosea, comes from a new category of herbs scientists call "adaptogens", which act on multiple systems in the body to increase resistance to stress and boost stamina.

Origins biological research executive manager Lieve Declerq tells BBN: “Our objective is to offer customers an anti-aging alternative in the form of this new moisturizer that features a breakthrough ingredient which is not only effective but natural.”

The Youthtopia collection comprises a patent-pending Skin Firming Cream with Rhodiola and a Skin Firming Lotion with Rhodiola which both work to help firm skin and improve the look of facial contours. 

 Other news