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Great anti-aging newcomers made by fabulous women entrepreneurs

March 14, 2012 Reviewed by Marta 3 Comments

One thing that everyone in the Truth In Aging community has in common is that we all have our antennae tuned for the NEXT BEST THING in beauty and anti-aging. With so many new niche products appearing everyday and new brands to review, it is hard for even the most diligent of us to keep track. So responding to a reader’s recent request, I am rounding up the very best of my new finds of the past few months. I think that these are real superstar beauty brands that are really worth getting to know. And, hey, amazing women entrepreneurs are behind them and that makes them all the more worth supporting.

Sevani Botanica

Sevani’s founder Sheryl is a licensed holistic aesthetician, whose extremely sensitive skin prompted her to devise a skincare range that is safe, will not provoke eruptions or redness, but is also really effective. A woman after my own heart, I too have sensitive skin and, yet, I don’t want to compromise results. Sevani uses organic botanicals in proprietary blends, a signature ingredient is the super hydrating natural alternative to hyaluronic acid, tremella. And Sheryl is such a stickler for great botanical ingredients that she even uses a novel preservative made from radish root (she inspired me to use it as the preservative in my own, just launched thinning hair treatment, Hair Vitality Complex).

I can’t say enough good things about Sevani Rapid Renewal Resurfacing Crème ($65). Although I started to use it to close open pores, I have found that it fades freckles and brightens the skin. I recommend it to anyone with T-zone issues.  Reader reviewer, Ann, found that Sevani Phyto Peptide ($65) lived up to its promise to firm and soften the skin, while not giving her rosacea-prone skin breakouts. I also love using the Sevani Rose Hyaluronic Age Defying Tonique, to which the term “toner” just doesn’t do justice. It is a versatile treat and (at $35) like all of Sevani’s products the quality to price ratio is excellent.

Prana SpaCeuticals

Prana was founded by Cherie Dobbs (you can read our interview with Cherie here). The company’s philosophy is to ensure that the surrounding ingredients – not just our active ones – are beneficial and give results too. For example, one active ingredient might help clear rosacea, but the surrounding ingredients should help with long-term benefits too.

Prana’s selects actives from far and wide, for example, it uses an expression line reducer in Active Vitamin Lift  from an African plant called acmella oleracea that is a natural muscle relaxant alternative to Syn-Ake, which is lab-made and synthetic.  Active Vitamin Lift also had heavy hitters like DMAE, apple stem cells and alpha lipoic acid. Because of the presence of retinyl palmitate, I think AVL is best used as a night time serum. A daily go-to of mine is Prana’s AU 24K Gold Serum ($96 in the TIA shop) as it seems to take down redness, calm rosacea and mend tiny broken veins. I am looking forward to getting to know the rest of the range.


Avitalin’s schitck is to improve the appearance and health of the outer epidermis, the skin’s first line of defense. Founded by Marina Volod, an esthetician, one of Avitalin’s stated values is to “respect the consumer's right to choose skin care products that contribute to a healthy lifestyle”. The focus on the outermost layer of the skin, the stratum corneum, is dubbed “corneotherapy” and Avitalin claims its ingredients are also effective in reducing skin irritation and inflammation.  The ingredients are pretty out there striking a balance between cutting edge laboratory ingredients and naturals.

Avitalin’s Vitality Phytocell ($68 in the TIA shop) got a firm thumb’s up from reader reviewer Michelle who found that it improved elasticity, increased moisture and visibly reduced the appearance of fine lines. An absolute favorite of mine is Radiance Growth Factors Complex ($100 for 1oz) for improving the texture of the skin (even rough, scaley areas).  It comes with a wealth of great ingredients including phospholipids and an amazing-looking synthetic form of kinetin.  A signature ingredient complex combines algae, Siberian mushroom, raisin, and colostrum (which is a form of milk that is formed in late pregnancy). It is in the rich Youth Essentials cream, which I am just starting to test. All Avitalin’s products are made fresh to order.

  • May 4, 2012

    by Bravo

    I've been really enjoying <a herf="">Sevani</a> natural beauty products after reading your recommendations

  • April 28, 2012

    by karissa

    I've been really enjoying Sevani natural beauty products after reading your recommendations but never realized this info about their founder - makes me love Sevani even more!

  • March 15, 2012

    by Sara R.

    I love Metropolis Soap Companys products, and it's also run by a woman! Sorry you missed them!

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