It has been developed as a unisex anti-ageing skin care system based on the natural sulphur compound Methyl Sulphonyl Methane (MSM), which has been traditionally used as a food supplement to optimise joint health and increase flexibility and mobility.
MSM is an organic sulphur compound that is naturally found in plants and animals and is necessary for the synthesis of proteins and acids as well as developing connectivity tissue.
Bearing this in mind it has been used to treat patients with arthritis-related conditions and help in the healing process for individuals with joint injuries.
MSM can help rebuild skin structure However, more recently MSM has been shown to display benefits to the skin, and is said to play a particularly useful role in holding back signs of premature ageing by strengthening the skin's support structure - similar to the effect it has on joints and cartilage.
"We have carried out consumer tests on both oral MSM and the cream, and are about to embark on double-blind placebo trials on 200 people," said company founder Georgie Cleeve.
Cleeve added that she has also received considerable input about the nature and positive attributes of MSM from cosmetics and skin care experts, as well as specialists working with her father's company, Greencoat.
Indeed Greencoat was the first ever company to import MSM into the UK, where it was initially supplied as a supplement for pets, before it was eventually marketed for human health.
Called The Skin Support System, the range is aimed at men and women in the 30+ age group, with a stress on preventing the ageing process rather than just providing a 'cure'.
"The range is unisex because we feel that exactly the same principles underlying our products apply to both sexes," Cleeve said.
"We feel that this trend is likely to continue, that the male cosmetics and grooming market will continue to expand rapidly in the future, and that men ought to be able to enjoy the same benefits of organic, natural skincare ranges as women," she added.
Although the range is said to help regenerate the skin, the company says it also concentrates on protecting the skin against premature ageing and skin damage.
Antioxidants help prevent rather than cure London-based Pure Cosmetics says this has been achieved by maximising the antioxidant and pro-oxidant levels contained in the formulation as well as including an SPF in the day cream.
The range also includes a city life serum, pure active eye cream, skin feed rescue balm, triple action aftersun, pure active night cream and an aftershave balm.
The ingredients used in the formulation of the range have a high active content, are all-natural, and also have a high organic content, which the company says should eventually lead to Ecocert, BUAH and approval by the Vegetarian Society.
The range is initially being launched on the UK market in key premium retail outlets and on-line through organic.com priced at £22.50 to £82, with the aim of eventually taking it to continental European markets and beyond.
"We are looking for pan-European and then global launch, in that order," said Cleeve.
"After the UK launch, we are looking at Europe, particularly France and Germany."
The range will also be featured at the Zoom section of the Beyond Beauty show, to be held in Paris this October.