Donald Trump has a new skincare line called BioCé. I find the thought of The Donald giving me anti-aging advice almost as scary as if he were to style my hair. But I am nothing if not intrepid in the pursuit of truth in beauty and my skeptic-ometer was wavering dangerously at the patented peptide and “the multi-mineral chrono-energizer”. With no comprehensive ingredients list to be found on the BioCé website, I ordered the BioCé Repair Serum ($62) to see what it was all about.
One of the amusing things about BioCé Repair Serum is that The Donald’s lawyers seem to have insisted on getting almost more space on the package than the marketing people. One whole side of the box tells us that BioCé is made exclusively for and sold by The Trump Network. This is actually a multi-level marketing organization, colloquially known as pyramid selling. I guess this means that I will be hounded by The Trump Network reps for the rest of my life.
Anyway, what of the Repair Serum? Well, it’s as about as convincing as The Donald’s rug. When you look at the ingredients it is as if you are reading them backwards. Harsh preservatives that usually (mercifully) trail at the end, such as phenoxyethenol and chlorphenesin, are amongst the most dominant ingredients. And right at the very bottom is BioCé’s secret sauce, the patented peptide that comes from nicotiana sylvestris (woodland tobacco).
Which is a pity as this is a rather promising anti-wrinkle ingredient. Earlier this year, Italian scientists
created a sugar-peptide mix by digesting the glycoproteins in the tobacco plant’s cell walls, speculating that the peptide may have a similar amino acid composition to human collagen. The sugar-peptide mix upregulated the expression of SIRT1 and SIRT6, two proteins of the sirtuin family that are thought to be linked to aging.
The multi-mineral chrono-energizer, according to the website, is an unconvincing concoction of Swiss spa water, sunflower and argan oils and vitamin E. It is also supposed to include sea fennel (crithmum maritimum), but I couldn’t find that anywhere.
My bottle of BioCé came with some samples of Snazzle Stixx Vanilla Vitamin Drink. There is no information about what these vitamins are but the assumption seems to be that I will be happy to overlook this because the label proclaims that I'll get “8 grams of protein when mixed with eight grams of milk”. Umm, that would be because there are 8 grams of protein in eight grams of milk. What do Snazzle Stixxs add exactly? What a con.
Sorry Mr T, but you’re fired.
Water, glycerin, butylene glycol, dimethicone, sodium polyacrylate, galactoarabinan, phenoxyethanol, dicaprilyl carbonate, dicaprylyl ether, polyglyceryl-2 dipolyhydroxy stearate, ethylhexyglycerin, chlorphenesin, dimethiconol, squalane, sunflower seed oil, tocopheryl acetate, hematite extract, polyglyceryl-3 diiosterate, argania spinosa kernel oil, myristyl trisiloxane, glucosyl hesperidin, magnesium sulfate, zinc stearate, retinyl palmitate, caprylic/capric triglyceride, limonene, shea butter, potassium sorbate, orange peel oil, pentadecalactone, magnesium aspartate, zinc gluconate, sorbic acid, nicotiana sylvestris leaf cell culture.