The new anti-aging skin care serum H. Maloha features Kukui nut oil and red algae, together with other natural and organic ingredients sourced from the island that are known to have general skin care and anti-aging properties.
The choice of the botanical ingredients found in the serum also taps into growing demand for natural and organic alternatives to harsher chemicals that consumers are increasingly trying to avoid.
The fact that the ingredients are all sourced from Hawaii and have been used for generations in traditional skin care formulations, also helps to add credence to the new line that claims to promote healthier, younger looking skin.
"Hawaiian natives have used Kukui nut oil for years to protect their skin," said Scott Mounce, marketing director for H. Maloha.
The Kukui tree is a part of the Euphorbiaceae family and is found throughout tropical regions. The trees grow to about 20 meters in height and bear nuts that are approximately 5cm in diameter.
High in oil content, this is used in cooking and traditional medicines to treat a range of symptoms. However, it is only in Hawaii, where the Kukui tree is said to have spiritual powers, that the nut oil has been widely used for topical purposes.
The University of Hawaii has conducted a significant amount of research into the efficacy of Kukui oil, indicating that it can quickly penetrate the stratum corneum, assisting the skin to maintain its water barrier function.
"It is a powerful healing ingredient, but so gentle that it was used by ancient Hawaiians to protect the skin of newborns. Our serum is the first skin care product to combine this gentle moisturizer with the proven anti-aging effect of red algae," added Mounce.
Red algae, found in the seas around Hawaii where it commonly forms a part of coral gardens, contain the most powerful anti-oxidants found in nature, with clinical tests indicating that it is 550 times more powerful than vitamin E.
These powerful anti-oxidants properties help to protect skin from free radicals, sun and pollutants - the main causes of wrinkles and fine lines .
Combined with the protective properties of the red algae and the firming and moisturizing properties of the Kukui oil, the serum also includes 20 other botanicals and vitamins, all emphasizing the product's focus on natural and organic ingredients free of alcohols, chemical perfumes and colorants.
The upstart is that the serum is said to protect against premature aging, diminish fine line and wrinkles, improve elasticity, eradicate potentially harmful free radicals as well as stimulating the natural production of collagen.
H Maloha has developed its business primarily as a supplier of Macadamia nuts and Kukui nuts from its plantations on the island. The new skin care line is its first foray in the cosmetics and toiletries segment.