It is the firm's first 'cosmeceutical' product but fits into a fast-growing new category. The potential value of the cosmeceuticals segment has been confirmed by the entry of major food and cosmetic companies, including Nestle and L'Oreal, who last year launched their Inneov brand supplements in Europe under a new joint venture.
The category is now said to be worth €3.5 billion globally and makes up to 50 per cent of supplement sales in some countries, according to a recent report by research firm Market Intelligence. Its growth has led to the creation of the Vitacos section at this week's Vitafoods trade show in Geneva, where Softgel will present data on its new product, Injuv.
The Los Angeles-based company claims it was one of the first to launch the ingredient, derived from rooster combs, in the US last year. It has been used for some years by the medical community in injectable form to help prevent pain in knee osteoarthritis. It is also approved in Europe to help correct wrinkles and scars.
But while a number of other ingredient suppliers now offer hyaluronic acid, Softgel's product is said to be the only 'low molecular weight' version available. This property allows it to be absorbed by the intestinal tract when taken in oral form, and then delivered to other areas such as skin cells. Its natural molecular weight would normally make this impossible, according to the company.
Hyaluronic acid is a high molecular weight glycosaminoglycan, like chondroitin sulphate, and it is now known to be present in large quantities in the extracellular matrix, trapping huge amounts of water in the skin, connective tissue and cartilage.
The patented process to alter HA's weight has been developed in Japan and is unique to Injuv.
Clinical trials have demonstrated its significant benefit to wound healing, although it will most likely see greatest potential in anti-ageing skincare supplements, as it is said to help alleviate the appearance of fine lines.
The ingredient could also be used in foods. A British company is set to launch Injuv in powder sachets, for addition to beverages, says Softgel.
Vitafoods opens tomorrow and runs until 13 May at the Geneva Palexpo.