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Holland & Barrett adds to beauty offer with superfoods-based skincare

Health products chain Holland & Barrett is moving deeper into beauty and has launched a new “superfood” skincare range.

Called Pip & Pod, it neatly capitalises on the retailer’s reputation as a major UK vendor of health foods and supplements and is actually the first superfood-powered skincare range from the firm. Featuring key superfood ingredients, the range is formulated to "nourish skin naturally, using only the highest quality, active and ethically sourced ingredients”.

Playing on the well known UK government advice to eat at least five portions of fruit and vegetables a day, the company said the new offer provides “five-a-day for your face”. It includes 11 products “to help customers curate a regime best suited to their individual skin needs, from scrubs, cleansers and glow drops to serums, masks and facial mists”. The superfoods in question include the Kakadu Plum, “known to be the highest natural source of vitamin C in the world”; combinations of cucumber, mint and kale extracts to “offer a naturally rich vitamin C and E formulation to nourish and protect skin”; blueberry extract, a natural source of antioxidants to leave skin “feeling fresh and glowing”; and kiwi for “a dose of complexion-boosting vitamin C”. The range is actively targeted at the "younger eco-conscious consumer” and with that in mind, it’s vegan, cruelty-free and comes in recyclable packaging. “Select products contain kiwi and raspberry seeds that would otherwise have gone to waste”, it said. And it comes in very simple (but colourful) packaging. The offer is also reaching out to price-conscious consumers with prices starting from £9 but none of the items costing more than £12.

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