Vitafoods Europe 2021: Monteloeder debuts Eternalyoung to slow down aging at a cellular level

05 Oct 2021 --- Monteloeder is unveiling a new ingredient that slows down signs of aging at a cellular level, at Vitafoods Europe 2021. Reporting live from the show, PersonalCareInsights speaks with Axel Salomon, Europe sales director at Monteloeder, who expands on the ingredient’s global rollout and how the beauty-from-within megatrend is impacting the supplements segment.

“Following previous launches of our ingestible beauty ingredients Nutroxun and Zeropollution, our latest launch, Eternalyoung, is happening today, here at Vitafoods. It is a blend of four different plants and is an anti-aging ingredient that unlocks the protection mechanism of telomeres,” explains Salomon.

After a nearly two-year hiatus, Vitafoods Europe 2021 is back in full swing in Geneva, Switzerland, hosted physically from October 5-7, also taking place virtually from October 4-8. 

The company's booth at Vitafoods Europe 2021.Targeting telomeres and senescence
Eternalyoung is a proprietary botanical blend. It has been specially designed to delay the normal skin aging process at the cellular level, targeting the origin of youth, the cell telomeres and cell senescence.

Eternalyoung slows the aging process and enhances skin longevity, leading to a more youthful, radiant and better-looking appearance.

“We wanted to see how this ingredient blend can protect telomeres and increase the anti-oxidation of the skin to delay the aging process,” says Salomon.

“Beauty, along with sleep and joint health, is one the most important trends within supplements, so we are targeting the ingestible beauty space.”

“We are now running clinical trials to support the ingredient’s efficacy. Our target was to arrive at Vitafoods with some clinical trials on it already delivered, but due to the COVID-19 situation it was postponed, but trials will start very soon,” he adds.

Eternalyoung prevents the signs of skin aging by:

• Improving the protection of skin cell telomeres for greater cell longevity.
• Protecting skin cells from oxidation damage that occurs with aging.
• Displaying whitening effects through inhibition of UVA-induced melanin synthesis.
• Protecting skin cells from UVA damage.

Global rollout
Eternalyoung will be globally distributed without any regulatory hurdles, according to Salomon.

“When we developed the ingredient, we checked as a first step whether the product can be released in China because it is one of the biggest markets in beauty. Asia, in general, is a large market for us and within it China leads the segment.”

Beauty-from-within is a megatrend impacting
the supplements segment.“But of course, we are also reaching Europe and the US, too. We wanted something that could be sold worldwide.” 

How Eternalyoung works
As we age, cells eventually reach their final stage of life, called the senescence phase, the company explains. Each cell has a set biological clock that determines when they reach this phase; the telomere.

Telomeres are repetitive DNA base units that protect the chromosome caps during cell division. The telomeres shorten after each cell division until they reach a certain length where the cells cease to divide and they enter senescence. 

Senescence cells start producing inflammatory cytokines that disrupt the function of nearby cells and surrounding tissues, leading to a decrease in the skin’s natural self-regenerative potential and a reduction in the collagen and elastic fibers. This, in turn, causes a decline in both the function and appearance of the skin. 

Telomeres can also shorten faster due to external factors such as stress, diet and the environment. 

Zeropollution and Nutroxsun proliferate
On the company’s previous beauty launches, Salomon says that despite pollution dropping, people are still interested in taking something to tackle pollution with and improve their skin, says Axel.

Zeropollution is a natural patented ingredient that provides protection from within toward air pollution. 

It is based on four herbal extracts; rosemary, olive leaf, Lippia citriodora, and Sophora japonica, that act synergistically and complementarity to protect and repair the skin damage caused by pollution and amplified by UV exposure.

Meanwhile, the company’s Nutroxsun ingredient has become “one of the main brands of beauty in Asia,” according to Salomon. 

“It is also a brand that you will see in any pharmacy in France, and in the US, too it has been performing very well.” 

Nutroxsun is a clinically proven, natural ingredient combination of rosemary and grapefruit extracts that protects the skin from sun-induced damage from the inside out.

It is a suitable complement for topical sunscreen protection. Its effect is systemic, preventing and reducing photoinduced oxidation, skin photodamage, and photoaging.

Reporting live from the Vitafoods show floor, our sister website NutritionInsight spoke with industry experts from Gnosis by Lesaffre, Lipoid and PharmaLinea who share their expectations of their respective hybrid events. 

Meanwhile, representatives from Kerry and Kyowa Hakko Europe discussed their decisions to present only virtually, while spokespersons at Carbery and Mibelle unfold their views on the upsides of a solely physical exhibition.

By Kristiana Lalou, with additional reporting from Katherine Durrell from Vitafoods in Geneva, Switzerland