Wednesday, 23 April 2014

'Bright Mud', 'Youth Mud', it's all magic for the mien

That old wives' tale is right after all – mud is good for your skin! Just ask Jennifer Lopez, Jennifer Aniston, Natalie Portman and Keanu Reeves.

What are the chances of someone creating a beauty product that becomes an overnight success? Well, it helps if it was created for Keanu Reeves!

Reeves had remarked to friends that he was hard-pressed to find a suitable product to effectively refresh his skin and take away the tiredness, making it “instant camera ready”. During a chat with Glen and Shannon Dellimore one evening, he mentioned he wanted something to reduce pores, deal with fine lines and produce a lasting glow instantly.

The couple had a background in event management and law respectively, and knew nothing about beauty or skincare. But the delved into the world of ingredients and decided on a simple and basic delivery system – mud. The Dellimores worked on their formula for six months before coming up with YouthMud, a Tinglefoliate Treatment.

“The ingredients were pretty expensive as we used quite high concentrations since it was not for commercial use. But it was not about the money, rather we were just thinking of helping a friend, so we were not limited by production costs. We made a small batch after working with a chemist, and passed a few samples to Keanu and a few other friends,” explained Glen, who was in KL recently with his wife, both co-founders and CEOs of the brand, for the launch.

Soon, other Hollywood celebrity friends were asking to use the “samples”, which were still being produced at home and had no proper name or packaging. So, Glen and Shannon sourced for a small factory to make their “magic mud” and fixed a price. It went to Hollywood studios, and was used by actors and their make-up artists backstage.

After a successful year, the Dellimores received a call from the VP of Neiman Marcus, who wanted the product to be retailed alongside other luxury brands in the department store.

“This was in 2010, and we created the packaging, concept design and came up with the name right after that. In fact, initially I thought of the name ‘Red Carpet Glow’, which Shannon laughed off!” said Glenn, 42. “We decided on Glamglow, which was a combination of glamour and glow(ing) skin. In 2011, it was made available to consumers worldwide in 56 countries and has since won a number of beauty awards. It was awarded ‘World’s Best Mask’ by Elle International Beauty Award this year.”

Touted as one of the hottest brands in skincare today, and known for its fast-acting and innovative mud treatments, Glamglow combines real pieces of leaf with the mud, utilising a time-release technology, the patent pending Teaoxi technology.

YouthMud was designed as a 10-minute anti-ageing “facial in a jar” for behind-the-scenes use in Hollywood’s entertainment, music, fashion and award industries for immediate camera-ready skin. The mud is from the south of France's Mediterranean Sea, which is said to trigger collagen synthesis.

The mask contains squalene for moisturisation; potent green tea extracts to brighten complexion and protect against free radicals, hydrate and balance oil production; and volcanic pumice rock and minerals to detoxify and awaken the skin.

The treatment is said to provide gentle resurfacing exfoliation leaving skin smoother, brighter and softer. Impurities are absorbed without removing natural oils, resulting in tighter skin texture and tighter pores. There are no sulfates, synthetic dyes, petrochemicals, phthalates, GMOs or triclosan in the product.

“We wanted something that was a true representation of what we stood for. We don’t have any celebrity endorsement,  but many of them use our products. Later, we designed SuperMud for Jennifer Lopez,” added Shannon, 39. Other Hollywood types who swear by the “magic mud” include Jennifer Aniston, Natalie Portman, Miley Cyrus, Ryan Seacrest and Giuliana Rancic.

“The Clearing Treatment is clinically developed to help fight all common skin concerns. It has six different types of acids (glycolic, lactic, salicylic, mandelic, azelaic and pyruvic) for faster and more effective results,” Shannon said.

Supermud uses Teaoxi technology as well, and has natural eucalyptol, natural linalool and powerful flavonoids to deal with enlarged pores, blemishes, black and whiteheads, and other skin problems. It can also be used as a spot treatment for acne. The latest addition is Bright Mud, said to be the world’s first tap-on-wipe-off eye product.

“Imagine a product that depuffs, reduces dark circles, and diminishes the appearance of fine lines and wrinkles in just three minutes. It’s a non-drying mud that is applied under the eye area or the orbital eye. It has real peppermint leaves and Teaoxi time-release technology combined to activate a sensor in your body telling your skin to turn cold. The mud’s not cold, but it tricks your body into thinking it is and the results are brilliant!” Shannon said.

Each box contains 12-chrome cells with two compartments – one for the left eye, one for the right. Tap it on (don’t rub) and wipe it off in three minutes with a soft, dry tissue for instant results.

“Your skin will feel cold as a micro layer of active ingredients continues to work for the next 20 minutes, infusing the skin with Juvelane to improve collagen synthesis and Nitroffeine, a blend of powerful caffeine molecules, to depuff, eliminate dark circles, and stimulate lymphatic drainage.”

Shannon explained that while there are no negative effects if you leave the mud on for longer, it doesn’t serve any purpose. “It works best within that time frame. It’s perfect for use right before an important meeting, a date, a job interview, or just when your eyes are looking tired.”

This June, Glamglow will introduce the ThirstyMud Hydrating Treatment, which contains olive leaves delivering natural linoleic acid to help your skin maintain moisture. The leaf is “carefully ground and micronised for deep absorption into the skin, allowing the steeping of hydroxytyrosol, oleuropein and tyrosol for instant hydration”.

> YouthMud, SuperMud and Bright Mud are all priced at RM240. Sold at all Sephora stores.

Tags / Keywords: Lifestyle , beauty , mud , Glamglow


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