Amranthe (Pro Age) skincare & supplements
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Amranthe (Pro Age skincare & supplements) is a premium longevity-focused skincare brand that combines evidence-based formulations with a broader philosophy of wellbeing; the Amranthe concept is about supporting long term healthier skincare through high performance and innovation fused with transformative bioactive ingredients rather than fleeting skincare trends. I caught up with founder, Rita, whose spent over 20 years working in all different sides of the skincare business and founded Amranthe as a response to her curiosity around the deeper biological factors that influence how we age.
‘Over 20 years ago, I founded a brand based in Northern Europe called Bio2You. I oversaw everything from concept to finished product working with cosmetic chemists, formulators, and suppliers. My role was to bridge science, consumer needs and brand vision,’ she continues, ‘So I got a unique perspective on both the science and real-world life results consumers are looking for.’
As the beauty landscape has changed exponentially, Rita decided to take all her experience (having sold Bio2You) in how ingredients, lifestyle and long-term skin health work to form Amranthe, ‘It came from both my professional experiences and personal journey through midlife and menopause, she continues, ‘I became fascinated by the connection between hormones, stress, sleep, nutrition, lifestyle and skin health. I realised that many skincare brands were still focused on treating visible signs of ageing rather than supporting the underlying biological processes that influence skin vitality over time.’
So, the first product launched was the Age Defying Revitalising Elixir, a nutrient rich facial oil serum created to support skin vitality, nourishment and healthy ageing. The formulation combines olive-derived Squalane, Rosehip Seed Oil, Evening Primrose Oil, Argan Oil and Sea Buckhorn Oil fused with Vitamin E and Coenzyme Q10. ‘My priority was ensuring that every ingredient earned its place in the formulation. We avoided unnecessary fillers to focus on high quality oils and active ingredients known for their skin supporting properties.’
As a sensitive skin sufferer, I am cautious about rich oil serums – past experiences are that they are either heavily textured and sit on the skin surface causing breakouts or don’t have much efficacy. I am enjoying the Age Defying Revitalising Elixir which I can confirm seeps into the skin; using morning on its own under SPF and makeup, I can feel the nourishing and revitalising properties uplifting tired skin. The texture is light enough that it also works under the Age Defying Day Cream for a thorough moisture boost. However, perhaps, my favourite product (now a hero product in bathroom cabinet) is the Eye Roll-On Hyaluronic Acid Serum (with Aloe Leaf Extract): as someone who is always behind a screen and have experienced ‘styes’ due to tiredness and stress, I am always concerned about the thin vascular layers around the eyes (as well as crows feet from UV exposure/ageing). The light texture and roll on effect is transformative with instantly noticeable brightness, vitality and smoothed out lines around the eye area. I carry it in my bag during the day to give a little relief to tired eyes.
As someone whose gone through extreme stress in my life, I am interested to hear Rita’s knowledge on the impact of high cortisol on the skin (neuroscience proves it can seep through the skin). She agrees with me that the connection between skin health and stress is one of the most overlooked areas in skincare. ‘High cortisol levels from extended periods of stress contribute to increased water loss from the skin, impaired barrier function, increased sensitivity, and a greater tendency towards inflammation. Stress can also influence the balance of the skin microbiome, which plays an important role in maintaining healthy skin function.’ So expect to find skin barrier supporting goodness in Collagen Face Mask with Pure Natural Seaweed Collagen, Concentrated Face Hyaluronic Acid Booster (Red Seaweed Extract, Rose Floral Water, Vit A/C/E complex), Retinol Alternative Moisturiser (infused with Bidens Pilosa extract), Renewal Oil Face Glow (Castor Oil, Jojoba Oil, Frankincense Essence Oil, Vit E) amongst others.
Rita is cognizant of the noise in the modern beauty landscape and dispels trendy ingredients or quick fix formulations: ‘for instance we don’t view the currently popular ingredients, peptides, as miracle workers. We utilise their incredible function as signalling molecules within the skin but view them as part of a comprehensive approach that includes hydration, barrier support, antioxidant protection, and healthy lifestyle practices.’ She also negates the trend for ‘anti-ageing’ instead terming the Amranthe approach as ‘pro-ageing.’ She explains, ‘Ageing itself is not a skin problem. The visible changes we associate with ageing are often influenced by factors such as dehydration, UV exposure, inflammation, stress, hormonal changes and lifestyle habits. Our formulations focus on supporting the biological functions of healthy skin through hydration, barrier repair, antioxidant protection, and skin renewal.’ She affirms, ‘consistency is far more important than complexity. Amranthe takes a 360* approach to skin health so Rita utilises her holistic training to create a range of ‘longevity herbs’ such as Clarity Mind, Mental Balance, Hormonal Harmony to support the skin products.
Rita acknowledges the challenges as an independent start up to source high quality ingredients but never deviates from the brand DNA, ‘Amranthe’ is inspired by the extraordinary Amaranthus plant (a symbol of longevity and a superplant with unparalleled regenerative powers).
So, what are the future plans for Amranthe?
‘Alongside expanding our skincare collections focusing on barrier support, skin resilience and healthy ageing, we are exploring complimentary wellness products that align with our inside-out philosophy.’ Rita muses, ‘most importantly we want to create a community of women who embrace ageing with confidence, knowledge, and self-care rather than fear. Beauty should not be about chasing youth, it should be about supporting vitality, wellbeing and feeling comfortable in your own skin at every age.’